{"id":22806,"date":"2025-10-09T16:48:33","date_gmt":"2025-10-09T09:48:33","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=22806"},"modified":"2025-10-09T17:01:57","modified_gmt":"2025-10-09T10:01:57","slug":"cxo-la-gi","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/cxo-la-gi\/","title":{"rendered":"CXO l\u00e0 g\u00ec? Vai tr\u00f2 v\u00e0 nhi\u1ec7m v\u1ee5 c\u1ee7a Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m"},"content":{"rendered":"\n

Trong th\u1eddi \u0111\u1ea1i m\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (Customer Experience) tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p, vai tr\u00f2 c\u1ee7a CXO \u2013 Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m<\/strong> ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng. CXO kh\u00f4ng ch\u1ec9 l\u00e0 ng\u01b0\u1eddi hi\u1ec3u kh\u00e1ch h\u00e0ng nh\u1ea5t, m\u00e0 c\u00f2n l\u00e0 c\u1ea7u n\u1ed1i gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 c\u1ea3m x\u00fac ng\u01b0\u1eddi d\u00f9ng. B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y c\u1ee7a Base.vn<\/a> s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 CXO l\u00e0 g\u00ec<\/strong>, c\u0169ng nh\u01b0 vai tr\u00f2 v\u00e0 nhi\u1ec7m v\u1ee5 c\u1ee7a v\u1ecb tr\u00ed \u0111\u1eb7c bi\u1ec7t n\u00e0y trong h\u00e0nh tr\u00ecnh x\u00e2y d\u1ef1ng doanh nghi\u1ec7p l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m.<\/p>\n\n\n\n

1. T\u1ed5ng quan CXO<\/h2>\n\n\n\n

1.1 CXO l\u00e0 g\u00ec?<\/h3>\n\n\n\n

CXO (Chief Experience Officer)<\/strong> hay Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m<\/strong> l\u00e0 v\u1ecb tr\u00ed \u0111i\u1ec1u h\u00e0nh c\u1ea5p cao ch\u1ecbu tr\u00e1ch nhi\u1ec7m qu\u1ea3n l\u00fd v\u00e0 c\u1ea3i thi\u1ec7n to\u00e0n di\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng, nh\u00e2n vi\u00ean v\u00e0 c\u00e1c b\u00ean li\u00ean quan kh\u00e1c trong qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p. \u0110\u00e2y l\u00e0 v\u1ecb tr\u00ed ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c coi tr\u1ecdng trong c\u1ea5u tr\u00fac l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i, ph\u1ea3n \u00e1nh s\u1ef1 chuy\u1ec3n d\u1ecbch t\u1eeb m\u00f4 h\u00ecnh kinh doanh truy\u1ec1n th\u1ed1ng sang “n\u1ec1n kinh t\u1ebf tr\u1ea3i nghi\u1ec7m” (experience economy).<\/p>\n\n\n\n

Trong ti\u1ebfng Vi\u1ec7t, CXO c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m Kh\u00e1ch h\u00e0ng, Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m T\u1ed5ng th\u1ec3, ho\u1eb7c Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m Ng\u01b0\u1eddi d\u00f9ng, t\u00f9y thu\u1ed9c v\u00e0o ph\u1ea1m vi c\u00f4ng vi\u1ec7c c\u1ee5 th\u1ec3 t\u1ea1i m\u1ed7i t\u1ed5 ch\u1ee9c. Tuy nhi\u00ean, thu\u1eadt ng\u1eef CXO \u0111ang \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn h\u01a1n, ph\u1ea3n \u00e1nh xu h\u01b0\u1edbng to\u00e0n c\u1ea7u h\u00f3a trong ng\u00f4n ng\u1eef qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam.<\/p>\n\n\n

\n
\"CXO
CXO l\u00e0 g\u00ec?<\/em><\/figcaption><\/figure><\/div>\n\n\n

1.2 Ngu\u1ed3n g\u1ed1c v\u00e0 l\u1ecbch s\u1eed ph\u00e1t tri\u1ec3n<\/h3>\n\n\n\n

Vai tr\u00f2 CXO b\u1eaft \u0111\u1ea7u xu\u1ea5t hi\u1ec7n v\u00e0o \u0111\u1ea7u nh\u1eefng n\u0103m 2000 t\u1ea1i c\u00e1c t\u1ed5 ch\u1ee9c ti\u00ean phong \u0111\u1eb7t tr\u1ecdng t\u00e2m v\u00e0o tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, ch\u1ee7 y\u1ebfu t\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n nh\u01b0 Hoa K\u1ef3 v\u00e0 ch\u00e2u \u00c2u.<\/p>\n\n\n\n

S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a v\u1ecb tr\u00ed CXO g\u1eafn li\u1ec1n v\u1edbi nh\u1eadn th\u1ee9c ng\u00e0y c\u00e0ng t\u0103ng v\u1ec1 t\u1ea7m quan tr\u1ecdng c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng nh\u01b0 m\u1ed9t y\u1ebfu t\u1ed1 c\u1ea1nh tranh then ch\u1ed1t. C\u00e1c nghi\u00ean c\u1ee9u \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng nh\u1eefng doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 v\u00e0o tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u0103ng doanh thu nhanh h\u01a1n 1,4 l\u1ea7n so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00f4ng ch\u00fa tr\u1ecdng y\u1ebfu t\u1ed1 n\u00e0y.<\/p>\n\n\n\n

T\u1ea1i Vi\u1ec7t Nam, m\u1eb7c d\u00f9 ch\u01b0a c\u00f3 d\u1eef li\u1ec7u c\u1ee5 th\u1ec3 v\u1ec1 th\u1eddi \u0111i\u1ec3m xu\u1ea5t hi\u1ec7n c\u1ee7a v\u1ecb tr\u00ed CXO trong c\u00e1c doanh nghi\u1ec7p, nh\u01b0ng c\u00f3 th\u1ec3 \u01b0\u1edbc t\u00ednh r\u1eb1ng vai tr\u00f2 n\u00e0y b\u1eaft \u0111\u1ea7u \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng t\u1eeb gi\u1eefa nh\u1eefng n\u0103m 2010. CXO \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng \u0111\u1ea7u ti\u00ean t\u1ea1i c\u00e1c c\u00f4ng ty \u0111a qu\u1ed1c gia ho\u1ea1t \u0111\u1ed9ng t\u1ea1i Vi\u1ec7t Nam, sau \u0111\u00f3 lan r\u1ed9ng \u0111\u1ebfn c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam quy m\u00f4 l\u1edbn trong l\u0129nh v\u1ef1c c\u00f4ng ngh\u1ec7, t\u00e0i ch\u00ednh, b\u00e1n l\u1ebb v\u00e0 d\u1ecbch v\u1ee5.<\/p>\n\n\n\n

1.3 V\u1ecb tr\u00ed c\u1ee7a CXO trong c\u01a1 c\u1ea5u t\u1ed5 ch\u1ee9c<\/h3>\n\n\n\n

Trong c\u01a1 c\u1ea5u t\u1ed5 ch\u1ee9c, CXO th\u01b0\u1eddng b\u00e1o c\u00e1o c\u00f4ng vi\u1ec7c tr\u1ef1c ti\u1ebfp cho CEO v\u00e0 l\u00e0m vi\u1ec7c song song v\u1edbi c\u00e1c v\u1ecb tr\u00ed C-level kh\u00e1c nh\u01b0 CMO (Gi\u00e1m \u0111\u1ed1c Marketing)<\/a>, COO (Gi\u00e1m \u0111\u1ed1c V\u1eadn h\u00e0nh), v\u00e0 CTO (Gi\u00e1m \u0111\u1ed1c C\u00f4ng ngh\u1ec7)<\/a>. \u0110i\u1ec1u \u0111\u1eb7c bi\u1ec7t l\u00e0 CXO \u0111\u00f3ng vai tr\u00f2 k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c ph\u00f2ng ban kh\u00e1c nhau, \u0111\u1ea3m b\u1ea3o s\u1ef1 \u0111\u1ed3ng b\u1ed9 v\u00e0 nh\u1ea5t qu\u00e1n trong tr\u1ea3i nghi\u1ec7m t\u1ed5ng th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> CX l\u00e0 g\u00ec? Nh\u1eefng y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ho\u00e0n h\u1ea3o<\/a><\/p>\n\n\n\n

2. Vai tr\u00f2 c\u1ee7a CXO trong doanh nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i<\/h2>\n\n\n\n

Trong m\u00f4i tr\u01b0\u1eddng kinh doanh ng\u00e0y c\u00e0ng c\u1ea1nh tranh, CXO \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t trong vi\u1ec7c \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m t\u1ed5ng th\u1ec3 c\u1ee7a doanh nghi\u1ec7p. \u0110\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 v\u1ecb tr\u00ed qu\u1ea3n l\u00fd \u0111\u01a1n thu\u1ea7n m\u00e0 c\u00f2n l\u00e0 nh\u00e2n t\u1ed1 th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi v\u00e0 chuy\u1ec3n \u0111\u1ed5i v\u0103n h\u00f3a trong to\u00e0n t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n

2.1 L\u00e3nh \u0111\u1ea1o chi\u1ebfn l\u01b0\u1ee3c v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

CXO ch\u1ecbu tr\u00e1ch nhi\u1ec7m x\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c thi t\u1ea7m nh\u00ecn t\u1ed5ng th\u1ec3 v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p \u0111\u1ec1u \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf c\u00f3 ch\u1ee7 \u0111\u00edch v\u00e0 mang l\u1ea1i gi\u00e1 tr\u1ecb. CXO kh\u00f4ng ch\u1ec9 xem x\u00e9t t\u1eebng k\u00eanh t\u01b0\u01a1ng t\u00e1c ri\u00eang l\u1ebb m\u00e0 c\u00f2n nh\u00ecn nh\u1eadn to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng nh\u01b0 m\u1ed9t th\u1ec3 th\u1ed1ng nh\u1ea5t. V\u00ed d\u1ee5, m\u1ed9t CXO t\u1ea1i ng\u00e2n h\u00e0ng kh\u00f4ng ch\u1ec9 quan t\u00e2m \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m tr\u00ean \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng hay t\u1ea1i qu\u1ea7y giao d\u1ecbch, m\u00e0 c\u00f2n \u0111\u1ea3m b\u1ea3o tr\u1ea3i nghi\u1ec7m \u0111\u1ed3ng b\u1ed9 v\u00e0 li\u1ec1n m\u1ea1ch gi\u1eefa c\u00e1c k\u00eanh n\u00e0y.<\/p>\n\n\n\n

2.2 K\u1ebft h\u1ee3p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (CX) v\u1edbi tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean (EX)<\/h3>\n\n\n\n

M\u1ed9t trong nh\u1eefng \u0111\u00f3ng g\u00f3p quan tr\u1ecdng nh\u1ea5t c\u1ee7a CXO l\u00e0 kh\u1ea3 n\u0103ng li\u00ean k\u1ebft tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u1edbi tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean. CXO hi\u1ec3u r\u1eb1ng nh\u00e2n vi\u00ean h\u00e0i l\u00f2ng s\u1ebd t\u1ea1o ra kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, CXO s\u1ebd h\u1ee3p t\u00e1c ch\u1eb7t ch\u1ebd v\u1edbi b\u1ed9 ph\u1eadn nh\u00e2n s\u1ef1 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng v\u0103n h\u00f3a doanh nghi\u1ec7p, quy tr\u00ecnh l\u00e0m vi\u1ec7c v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 n\u1ed9i b\u1ed9 \u0111\u1ec1u \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf v\u1edbi tr\u1ecdng t\u00e2m l\u00e0 trao quy\u1ec1n cho nh\u00e2n vi\u00ean ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n. V\u00ed d\u1ee5, m\u1ed9t CXO c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t thay \u0111\u1ed5i h\u1ec7 th\u1ed1ng ph\u1ea7n m\u1ec1m n\u1ed9i b\u1ed9 \u0111\u1ec3 gi\u1ea3m th\u1eddi gian x\u1eed l\u00fd y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi gi\u1ea3m \u00e1p l\u1ef1c cho nh\u00e2n vi\u00ean tuy\u1ebfn \u0111\u1ea7u.<\/p>\n\n\n\n

2.3 \u1ea2nh h\u01b0\u1edfng \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, v\u0103n h\u00f3a doanh nghi\u1ec7p v\u00e0 chuy\u1ec3n \u0111\u1ed5i s\u1ed1<\/h3>\n\n\n\n

CXO c\u0169ng \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t trong vi\u1ec7c \u0111\u1ea3m b\u1ea3o r\u1eb1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean ph\u1ea3n \u00e1nh \u0111\u00fang gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 l\u1eddi h\u1ee9a c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. H\u1ecd l\u00e0m vi\u1ec7c \u0111\u1ec3 lo\u1ea1i b\u1ecf kho\u1ea3ng c\u00e1ch (gap) gi\u1eefa nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u h\u1ee9a h\u1eb9n v\u00e0 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m trong th\u1ef1c t\u1ebf.<\/p>\n\n\n\n

Trong b\u1ed1i c\u1ea3nh chuy\u1ec3n \u0111\u1ed5i s\u1ed1, CXO c\u00f3 vai tr\u00f2 \u0111\u1ea3m b\u1ea3o c\u00f4ng ngh\u1ec7 m\u1edbi \u0111\u01b0\u1ee3c tri\u1ec3n khai v\u1edbi tr\u1ecdng t\u00e2m l\u00e0 ng\u01b0\u1eddi d\u00f9ng.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 Best Buy, n\u01a1i CCO (t\u01b0\u01a1ng \u0111\u01b0\u01a1ng CXO) Allison Peterson \u0111\u00e3 d\u1eabn d\u1eaft s\u00e1ng ki\u1ebfn mua h\u00e0ng v\u00e0 nh\u1eadn h\u00e0ng t\u1ea1i l\u1ec1 \u0111\u01b0\u1eddng trong \u0111\u1ea1i d\u1ecbch COVID-19, k\u1ebft h\u1ee3p thi\u1ebft k\u1ebf l\u1ea5y con ng\u01b0\u1eddi l\u00e0m trung t\u00e2m v\u00e0 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 kh\u00e1ch h\u00e0ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n thay \u0111\u1ed5i v\u1eadn h\u00e0nh nhanh ch\u00f3ng.<\/p>\n\n\n

\n
\"Vai
Vai tr\u00f2 c\u1ee7a CXO trong doanh nghi\u1ec7p<\/em><\/figcaption><\/figure><\/div>\n\n\n

3. Nhi\u1ec7m v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a CXO<\/h2>\n\n\n\n

\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau n\u00e2ng cao tr\u1ea3i nghi\u1ec7m t\u1ed5ng th\u1ec3, CXO \u0111\u1ea3m nh\u1eadn \u0111\u1ed3ng th\u1eddi nhi\u1ec1u nhi\u1ec7m v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m, t\u1eeb qu\u1ea3n l\u00fd h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u1ebfn t\u1ed1i \u01b0u h\u00f3a s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 v\u00e0 th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o xuy\u00ean ph\u00f2ng ban.<\/p>\n\n\n\n

3.1 Qu\u1ea3n l\u00fd h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

CXO ch\u1ecbu tr\u00e1ch nhi\u1ec7m ph\u00e2n t\u00edch, thi\u1ebft k\u1ebf v\u00e0 t\u1ed1i \u01b0u h\u00f3a to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, t\u1eeb nh\u1eadn th\u1ee9c ban \u0111\u1ea7u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn mua h\u00e0ng v\u00e0 h\u1eadu m\u00e3i. H\u1ecd s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey mapping)<\/a> \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac quan tr\u1ecdng v\u00e0 ph\u00e1t hi\u1ec7n c\u01a1 h\u1ed9i c\u1ea3i thi\u1ec7n.<\/p>\n\n\n\n

C\u00f4ng vi\u1ec7c n\u00e0y \u0111\u00f2i h\u1ecfi s\u1ef1 ph\u1ed1i h\u1ee3p ch\u1eb7t ch\u1ebd gi\u1eefa nhi\u1ec1u ph\u00f2ng ban, \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111\u01b0\u1ee3c ch\u0103m ch\u00fat v\u00e0 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c. V\u00ed d\u1ee5, CXO c\u00f3 th\u1ec3 l\u00e0m vi\u1ec7c v\u1edbi b\u1ed9 ph\u1eadn marketing \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m tr\u01b0\u1edbc mua h\u00e0ng, v\u1edbi b\u1ed9 ph\u1eadn b\u00e1n h\u00e0ng \u0111\u1ec3 c\u1ea3i thi\u1ec7n qu\u00e1 tr\u00ecnh mua h\u00e0ng, v\u00e0 v\u1edbi b\u1ed9 ph\u1eadn ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m sau b\u00e1n.<\/p>\n\n\n\n

3.2 C\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 d\u1ef1a tr\u00ean ph\u1ea3n h\u1ed3i v\u00e0 d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

M\u1ed9t trong nh\u1eefng tr\u00e1ch nhi\u1ec7m quan tr\u1ecdng nh\u1ea5t c\u1ee7a CXO l\u00e0 thu th\u1eadp, ph\u00e2n t\u00edch v\u00e0 \u1ee9ng d\u1ee5ng ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5. H\u1ecd thi\u1ebft l\u1eadp c\u00e1c h\u1ec7 th\u1ed1ng \u0111\u1ec3 thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng t\u1eeb nhi\u1ec1u k\u00eanh kh\u00e1c nhau, t\u1eeb kh\u1ea3o s\u00e1t truy\u1ec1n th\u1ed1ng \u0111\u1ebfn ph\u00e2n t\u00edch d\u1eef li\u1ec7u m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng.<\/p>\n\n\n\n

CXO c\u0169ng l\u00e0 ng\u01b0\u1eddi \u1ee7ng h\u1ed9 m\u1ea1nh m\u1ebd nh\u1ea5t cho vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c c\u00f4ng ngh\u1ec7 ph\u00e2n t\u00edch d\u1eef li\u1ec7u ti\u00ean ti\u1ebfn, nh\u01b0 AI v\u00e0 machine learning, \u0111\u1ec3 hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 nhu c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n

V\u00ed d\u1ee5 th\u1ef1c t\u1ebf v\u1ec1 tr\u00e1ch nhi\u1ec7m n\u00e0y c\u00f3 th\u1ec3 th\u1ea5y \u1edf vi\u1ec7c CXO c\u1ee7a m\u1ed9t c\u00f4ng ty ph\u1ea7n m\u1ec1m t\u1ea1i Vi\u1ec7t Nam \u0111\u00e3 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u t\u1eeb h\u1ec7 th\u1ed1ng theo d\u00f5i h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng \u0111\u1ec3 ph\u00e1t hi\u1ec7n ra r\u1eb1ng kh\u00e1ch h\u00e0ng g\u1eb7p kh\u00f3 kh\u0103n v\u1edbi m\u1ed9t t\u00ednh n\u0103ng c\u1ee5 th\u1ec3. T\u1eeb \u0111\u00f3, h\u1ecd \u0111\u00e3 l\u00e0m vi\u1ec7c v\u1edbi \u0111\u1ed9i ng\u0169 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m \u0111\u1ec3 thi\u1ebft k\u1ebf l\u1ea1i giao di\u1ec7n, gi\u00fap t\u1ef7 l\u1ec7 ho\u00e0n th\u00e0nh nhi\u1ec7m v\u1ee5 t\u0103ng 30% v\u00e0 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng c\u0169ng \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> H\u00e0nh vi kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? T\u1eeb \u0111\u1ed9ng l\u1ef1c \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng<\/a><\/p>\n\n\n\n

3.3 X\u00e2y d\u1ef1ng ch\u00ednh s\u00e1ch tr\u1ea3i nghi\u1ec7m t\u1ed1i \u01b0u<\/h3>\n\n\n\n

CXO ch\u1ecbu tr\u00e1ch nhi\u1ec7m x\u00e2y d\u1ef1ng v\u00e0 tri\u1ec3n khai c\u00e1c ch\u00ednh s\u00e1ch, quy tr\u00ecnh v\u00e0 ti\u00eau chu\u1ea9n tr\u1ea3i nghi\u1ec7m trong to\u00e0n doanh nghi\u1ec7p. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c nguy\u00ean t\u1eafc thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m, h\u01b0\u1edbng d\u1eabn t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng, v\u00e0 c\u00e1c KPI (ch\u1ec9 s\u1ed1 hi\u1ec7u su\u1ea5t ch\u00ednh)<\/a> \u0111\u1ec3 \u0111o l\u01b0\u1eddng th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n

H\u1ecd c\u0169ng \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c ch\u00ednh s\u00e1ch n\u00e0y \u0111\u01b0\u1ee3c tu\u00e2n th\u1ee7 tr\u00ean to\u00e0n t\u1ed5 ch\u1ee9c v\u00e0 \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 ph\u1ea3n \u00e1nh nh\u1eefng thay \u0111\u1ed5i trong k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng. V\u00ed d\u1ee5, m\u1ed9t CXO c\u00f3 th\u1ec3 tri\u1ec3n khai ch\u00ednh s\u00e1ch ph\u1ea3n h\u1ed3i kh\u00e1ch h\u00e0ng trong v\u00f2ng 24 gi\u1edd tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh, c\u00f9ng v\u1edbi c\u00e1c quy tr\u00ecnh v\u00e0 c\u00f4ng c\u1ee5 c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau n\u00e0y.<\/p>\n\n\n\n

3.4 Th\u00fac \u0111\u1ea9y s\u1ef1 h\u1ee3p t\u00e1c gi\u1eefa c\u00e1c ph\u00f2ng ban v\u00e0 \u0111\u1ed5i m\u1edbi<\/h3>\n\n\n\n

CXO \u0111\u00f3ng vai tr\u00f2 l\u00e0 c\u1ea7u n\u1ed1i gi\u1eefa c\u00e1c ph\u00f2ng ban kh\u00e1c nhau, ph\u00e1 v\u1ee1 c\u00e1c “silo” truy\u1ec1n th\u1ed1ng v\u00e0 th\u00fac \u0111\u1ea9y s\u1ef1 h\u1ee3p t\u00e1c h\u01b0\u1edbng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n. H\u1ecd t\u1ea1o ra c\u00e1c nh\u00f3m l\u00e0m vi\u1ec7c li\u00ean ch\u1ee9c n\u0103ng \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 tr\u1ea3i nghi\u1ec7m ph\u1ee9c t\u1ea1p v\u00e0 khuy\u1ebfn kh\u00edch t\u01b0 duy \u0111\u1ed5i m\u1edbi trong to\u00e0n t\u1ed5 ch\u1ee9c.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 CXO c\u1ee7a m\u1ed9t ng\u00e2n h\u00e0ng t\u1ea1i Vi\u1ec7t Nam \u0111\u00e3 th\u00e0nh l\u1eadp “ph\u00f2ng th\u00ed nghi\u1ec7m tr\u1ea3i nghi\u1ec7m” (experience lab), n\u01a1i c\u00e1c chuy\u00ean gia t\u1eeb CNTT, marketing, v\u1eadn h\u00e0nh v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng c\u00f9ng l\u00e0m vi\u1ec7c \u0111\u1ec3 thi\u1ebft k\u1ebf v\u00e0 th\u1eed nghi\u1ec7m c\u00e1c gi\u1ea3i ph\u00e1p m\u1edbi. K\u1ebft qu\u1ea3 l\u00e0 ng\u00e2n h\u00e0ng n\u00e0y \u0111\u00e3 tri\u1ec3n khai th\u00e0nh c\u00f4ng h\u1ec7 th\u1ed1ng m\u1edf t\u00e0i kho\u1ea3n k\u1ef9 thu\u1eadt s\u1ed1 ch\u1ec9 trong 5 ph\u00fat, r\u00fat ng\u1eafn th\u1eddi gian \u0111\u00e1ng k\u1ec3 so v\u1edbi quy tr\u00ecnh truy\u1ec1n th\u1ed1ng k\u00e9o d\u00e0i t\u1eeb 1 \u0111\u1ebfn 2 ng\u00e0y.<\/p>\n\n\n

\n
\"Nhi\u1ec7m
Nhi\u1ec7m v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a CXO<\/em><\/figcaption><\/figure><\/div>\n\n\n

4. T\u1ea1i sao doanh nghi\u1ec7p c\u1ea7n c\u00f3 CXO? T\u1ea7m quan tr\u1ecdng v\u00e0 l\u1ee3i \u00edch<\/h2>\n\n\n\n

Trong m\u00f4i tr\u01b0\u1eddng kinh doanh hi\u1ec7n nay, vi\u1ec7c c\u00f3 m\u1ed9t v\u1ecb tr\u00ed l\u00e3nh \u0111\u1ea1o chuy\u00ean tr\u00e1ch v\u1ec1 tr\u1ea3i nghi\u1ec7m nh\u01b0 CXO kh\u00f4ng c\u00f2n l\u00e0 l\u1ef1a ch\u1ecdn xa x\u1ec9 m\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh nhu c\u1ea7u thi\u1ebft y\u1ebfu. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng l\u00fd do ch\u00ednh khi\u1ebfn c\u00e1c doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t t\u1ea1i th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n nh\u01b0 Vi\u1ec7t Nam, c\u1ea7n c\u00e2n nh\u1eafc b\u1ed5 sung v\u1ecb tr\u00ed n\u00e0y v\u00e0o c\u01a1 c\u1ea5u l\u00e3nh \u0111\u1ea1o.<\/p>\n\n\n\n

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

Kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3 nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn h\u01a1n bao gi\u1edd h\u1ebft v\u00e0 c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng chuy\u1ec3n sang \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh n\u1ebfu h\u1ecd kh\u00f4ng h\u00e0i l\u00f2ng v\u1edbi doanh nghi\u1ec7p. CXO kh\u00f4ng ch\u1ec9 l\u00e0m vi\u1ec7c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n v\u01b0\u1ee3t qua k\u1ef3 v\u1ecdng c\u1ee7a h\u1ecd, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh l\u00e2u d\u00e0i.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 FPT Shop, chu\u1ed7i b\u00e1n l\u1ebb c\u00f4ng ngh\u1ec7 h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam, \u0111\u00e3 \u0111\u1ea7u t\u01b0 m\u1ea1nh m\u1ebd v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u00f4ng qua ch\u01b0\u01a1ng tr\u00ecnh F.Friends v\u00e0 d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i F.Care. K\u1ebft qu\u1ea3 l\u00e0 t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng quay l\u1ea1i \u0111\u00e3 t\u0103ng \u0111\u00e1ng k\u1ec3 trong v\u00f2ng m\u1ed9t n\u0103m, \u0111\u00f3ng g\u00f3p \u0111\u00e1ng k\u1ec3 v\u00e0o doanh thu v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a c\u00f4ng ty.<\/p>\n\n\n\n

4.2 T\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ea1nh tranh trong th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i nhanh ch\u00f3ng<\/h3>\n\n\n\n

Tr\u1ea3i nghi\u1ec7m \u0111ang d\u1ea7n tr\u1edf th\u00e0nh m\u1ed9t y\u1ebfu t\u1ed1 c\u1ea1nh tranh c\u1ed1t l\u00f5i kh\u00f4ng d\u1ec5 b\u1ecb sao ch\u00e9p. Trong khi s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c nh\u00e1i l\u1ea1i v\u00e0 gi\u00e1 c\u1ea3 c\u00f3 th\u1ec3 bi\u1ebfn \u0111\u1ed9ng, m\u1ed9t tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o, nh\u1ea5t qu\u00e1n v\u00e0 gi\u00e0u c\u1ea3m x\u00fac s\u1ebd t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u1eefng ch\u1eafc h\u01a1n.<\/p>\n\n\n\n

CXO gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh n\u00e0y b\u1eb1ng c\u00e1ch li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, d\u1ef1a tr\u00ean hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 nhu c\u1ea7u c\u1ee7a h\u1ecd. Theo PwC, c\u00f3 \u0111\u1ebfn 73% kh\u00e1ch h\u00e0ng<\/a> kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1edbi l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t, chi ph\u1ed1i m\u1ecdi quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a h\u1ecd, trong khi ch\u1ec9 c\u00f3 49% doanh nghi\u1ec7p cung c\u1ea5p tr\u1ea3i nghi\u1ec7m xu\u1ea5t s\u1eafc. \u0110\u00e2y ch\u00ednh l\u00e0 kho\u1ea3ng tr\u1ed1ng m\u00e0 CXO c\u00f3 th\u1ec3 l\u1ea5p \u0111\u1ea7y.<\/p>\n\n\n\n

4.3 Gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 v\u00e0 th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n

X\u00e1c \u0111\u1ecbnh v\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c “\u0111i\u1ec3m \u0111au” trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, nh\u1eadn di\u1ec7n nh\u1eefng y\u1ebfu t\u1ed1 c\u00f3 th\u1ec3 l\u00e0m x\u00f3i m\u00f2n gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng c\u0169ng l\u00e0 nhi\u1ec7m v\u1ee5 c\u1ee7a CXO. H\u1ecd l\u00e0m vi\u1ec7c v\u1edbi c\u00e1c ph\u00f2ng ban kh\u00e1c nhau \u0111\u1ec3 kh\u1eafc ph\u1ee5c nh\u1eefng thi\u1ebfu s\u00f3t trong d\u1ecbch v\u1ee5 v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n gi\u1eef \u0111\u01b0\u1ee3c uy t\u00edn.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a CXO trong l\u0129nh v\u1ef1c n\u00e0y l\u00e0 c\u00e1ch Techcombank, m\u1ed9t trong nh\u1eefng ng\u00e2n h\u00e0ng h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam, \u0111\u00e3 c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3 x\u1ebfp h\u1ea1ng NPS (Net Promoter Score)<\/a> c\u1ee7a m\u00ecnh t\u1eeb n\u0103m 2018 \u0111\u1ebfn 2022. B\u1eb1ng c\u00e1ch t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng to\u00e0n di\u1ec7n, ng\u00e2n h\u00e0ng \u0111\u00e3 gi\u1ea3i quy\u1ebft nhi\u1ec1u v\u1ea5n \u0111\u1ec1 d\u1ecbch v\u1ee5 t\u1ed3n \u0111\u1ecdng v\u00e0 x\u00e2y d\u1ef1ng uy t\u00edn m\u1ea1nh m\u1ebd tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

4.4 Xu h\u01b0\u1edbng tuy\u1ec3n d\u1ee5ng CXO t\u1ea1i Vi\u1ec7t Nam v\u00e0 to\u00e0n c\u1ea7u<\/h3>\n\n\n\n

Tr\u00ean to\u00e0n c\u1ea7u, v\u1ecb tr\u00ed CXO tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn nhanh ch\u00f3ng t\u1eeb n\u0103m 2017 \u0111\u1ebfn nay. Ri\u00eang t\u1ea1i Vi\u1ec7t Nam, m\u1eb7c d\u00f9 xu h\u01b0\u1edbng n\u00e0y ch\u1eadm h\u01a1n m\u1ed9t ch\u00fat, nh\u01b0ng \u0111ang c\u00f3 s\u1ef1 gia t\u0103ng \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c tuy\u1ec3n d\u1ee5ng cho c\u00e1c v\u1ecb tr\u00ed li\u00ean quan \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ea5p cao. Theo d\u1eef li\u1ec7u t\u1eeb c\u00e1c n\u1ec1n t\u1ea3ng tuy\u1ec3n d\u1ee5ng h\u00e0ng \u0111\u1ea7u t\u1ea1i Vi\u1ec7t Nam, s\u1ed1 l\u01b0\u1ee3ng c\u00f4ng vi\u1ec7c cho c\u00e1c v\u1ecb tr\u00ed l\u00e3nh \u0111\u1ea1o v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u00e3 t\u0103ng 35% trong n\u0103m 2023 so v\u1edbi n\u0103m tr\u01b0\u1edbc \u0111\u00f3.<\/p>\n\n\n\n

C\u00e1c ng\u00e0nh d\u1eabn \u0111\u1ea7u trong vi\u1ec7c tuy\u1ec3n d\u1ee5ng CXO t\u1ea1i Vi\u1ec7t Nam bao g\u1ed3m ng\u00e2n h\u00e0ng, b\u00e1n l\u1ebb, vi\u1ec5n th\u00f4ng v\u00e0 c\u00f4ng ngh\u1ec7. \u0110i\u1ec1u n\u00e0y ph\u1ea3n \u00e1nh s\u1ef1 c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft trong c\u00e1c l\u0129nh v\u1ef1c n\u00e0y v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 mang t\u00ednh quy\u1ebft \u0111\u1ecbnh.<\/p>\n\n\n\n

5. Ph\u00e2n bi\u1ec7t CXO v\u1edbi c\u00e1c v\u1ecb tr\u00ed C-level kh\u00e1c<\/h2>\n\n\n\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 vai tr\u00f2 quan tr\u1ecdng c\u1ee7a CXO, doanh nghi\u1ec7p c\u1ea7n ph\u00e2n bi\u1ec7t v\u1ecb tr\u00ed n\u00e0y v\u1edbi c\u00e1c v\u1ecb tr\u00ed \u0111i\u1ec1u h\u00e0nh c\u1ea5p cao kh\u00e1c. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 b\u1ea3ng so s\u00e1nh chi ti\u1ebft gi\u00fap l\u00e0m r\u00f5 s\u1ef1 kh\u00e1c bi\u1ec7t:<\/p>\n\n\n\n

V\u1ecb tr\u00ed<\/strong><\/td>Tr\u00e1ch nhi\u1ec7m ch\u00ednh <\/strong><\/td>L\u0129nh v\u1ef1c t\u1eadp trung <\/strong><\/td>Ch\u1ec9 s\u1ed1 KPI \u0111i\u1ec3n h\u00ecnh<\/strong><\/td><\/tr>
CXO (Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m)<\/td>– Qu\u1ea3n l\u00fd v\u00e0 c\u1ea3i thi\u1ec7n m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean
– Gi\u00e1m s\u00e1t s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng, s\u1ef1 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean v\u00e0 nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u
– D\u1eabn d\u1eaft s\u1ef1 h\u1ee3p t\u00e1c li\u00ean ph\u00f2ng ban \u0111\u1ec3 th\u1ed1ng nh\u1ea5t chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m
– Th\u00fac \u0111\u1ea9y \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m
– T\u1eadn d\u1ee5ng ph\u1ea3n h\u1ed3i v\u00e0 ph\u00e2n t\u00edch \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a quy tr\u00ecnh li\u00ean t\u1ee5c<\/td>		– Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (CX)
– Tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean (EX)
– Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u
– T\u00edch h\u1ee3p li\u00ean ph\u00f2ng ban
– V\u0103n h\u00f3a t\u1ed5 ch\u1ee9c<\/td>		– Ch\u1ec9 s\u1ed1 Net Promoter Score (NPS)
– M\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng (CSAT)
– \u0110i\u1ec3m s\u1ed1 g\u1eafn k\u1ebft nh\u00e2n vi\u00ean
– T\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n (kh\u00e1ch h\u00e0ng & nh\u00e2n vi\u00ean)
– C\u00e1c ch\u1ec9 s\u1ed1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/td><\/tr>
CEO (Gi\u00e1m \u0111\u1ed1c \u0110i\u1ec1u h\u00e0nh)<\/td>– X\u00e2y d\u1ef1ng t\u1ea7m nh\u00ecn, s\u1ee9 m\u1ec7nh v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3
– \u0110\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh quan tr\u1ecdng c\u1ee7a doanh nghi\u1ec7p
– Giao ti\u1ebfp v\u1edbi h\u1ed9i \u0111\u1ed3ng qu\u1ea3n tr\u1ecb\/c\u00e1c b\u00ean li\u00ean quan
– \u0110\u1ea1i di\u1ec7n c\u00f4ng khai cho c\u00f4ng ty\u00a0<\/td>		– T\u1ea7m nh\u00ecn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p
– T\u0103ng tr\u01b0\u1edfng d\u00e0i h\u1ea1n
– T\u1ea1o gi\u00e1 tr\u1ecb cho c\u00e1c b\u00ean li\u00ean quan<\/td>		– T\u0103ng tr\u01b0\u1edfng doanh thu
– Th\u1ecb ph\u1ea7n
– L\u1ee3i nhu\u1eadn
– Gi\u00e1 tr\u1ecb t\u1ed5ng th\u1ec3 c\u1ee7a c\u00f4ng ty<\/td><\/tr>
COO (Gi\u00e1m \u0111\u1ed1c V\u1eadn h\u00e0nh)<\/td>– Gi\u00e1m s\u00e1t ho\u1ea1t \u0111\u1ed9ng h\u00e0ng ng\u00e0y
– Tri\u1ec3n khai k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a CEO
– T\u1ed1i \u01b0u h\u00f3a quy tr\u00ecnh kinh doanh<\/td>		– Hi\u1ec7u qu\u1ea3 v\u1eadn h\u00e0nh
– Th\u1ef1c thi chi\u1ebfn l\u01b0\u1ee3c
– Ph\u1ed1i h\u1ee3p gi\u1eefa c\u00e1c ph\u00f2ng ban<\/td>		– C\u00e1c KPI v\u1eadn h\u00e0nh (ch\u1ec9 s\u1ed1 chi ph\u00ed\/th\u1eddi gian\/ch\u1ea5t l\u01b0\u1ee3ng)
– N\u0103ng su\u1ea5t
– Hi\u1ec7u qu\u1ea3 quy tr\u00ecnh<\/td><\/tr>
CTO (Gi\u00e1m \u0111\u1ed1c C\u00f4ng ngh\u1ec7)<\/td>– D\u1eabn d\u1eaft \u0111\u1ed5i m\u1edbi c\u00f4ng ngh\u1ec7 v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m
– Gi\u00e1m s\u00e1t c\u00e1c nh\u00f3m k\u1ef9 thu\u1eadt v\u00e0 c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng
– \u0110\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c c\u00f4ng ngh\u1ec7<\/td>		– \u0110\u1ed5i m\u1edbi c\u00f4ng ngh\u1ec7
– Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m
– Ki\u1ebfn tr\u00fac CNTT
– Kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng v\u00e0 \u0111\u1ed9 tin c\u1eady\u00a0<\/td>		– Th\u1eddi gian \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng cho c\u00e1c \u0111\u1ed5i m\u1edbi
– Th\u1eddi gian ho\u1ea1t \u0111\u1ed9ng\/t\u00ednh kh\u1ea3 d\u1ee5ng
– Gi\u1ea3m n\u1ee3 k\u1ef9 thu\u1eadt
– S\u1ea3n l\u01b0\u1ee3ng b\u1eb1ng s\u00e1ng ch\u1ebf\/IP<\/td><\/tr>
CMO (Gi\u00e1m \u0111\u1ed1c Marketing)<\/td>– Ph\u00e1t tri\u1ec3n v\u00e0 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c marketing
– X\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n l\u00fd h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u
– D\u1eabn d\u1eaft t\u1ea1o c\u1ea7u v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng\u00a0<\/td>		– Chi\u1ebfn d\u1ecbch marketing
– X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u
– Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng
– Thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/td>		– ROI<\/a> c\u1ee7a marketing
– Nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u
– T\u1ea1o kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng
– Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

5.1 S\u1ef1 kh\u00e1c bi\u1ec7t c\u1ed1t l\u00f5i<\/h3>\n\n\n\n

\u0110i\u1ec3m kh\u00e1c bi\u1ec7t c\u01a1 b\u1ea3n c\u1ee7a CXO so v\u1edbi c\u00e1c v\u1ecb tr\u00ed C-level kh\u00e1c l\u00e0 t\u00ednh t\u1ed5ng th\u1ec3 v\u00e0 t\u00edch h\u1ee3p trong c\u00e1ch ti\u1ebfp c\u1eadn. Trong khi CMO t\u1eadp trung v\u00e0o marketing, CTO v\u00e0o c\u00f4ng ngh\u1ec7, v\u00e0 COO v\u00e0o v\u1eadn h\u00e0nh, CXO c\u00f3 nhi\u1ec7m v\u1ee5 k\u1ebft n\u1ed1i t\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m th\u1ed1ng nh\u1ea5t cho c\u1ea3 kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean.<\/p>\n\n\n\n

CXO c\u0169ng kh\u00e1c bi\u1ec7t \u1edf ch\u1ed7 h\u1ecd \u0111\u1ea1i di\u1ec7n cho ti\u1ebfng n\u00f3i c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean trong c\u00e1c cu\u1ed9c h\u1ecdp ban \u0111i\u1ec1u h\u00e0nh, \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c \u0111\u01b0a ra v\u1edbi s\u1ef1 c\u00e2n nh\u1eafc \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m.<\/p>\n\n\n\n

M\u1ed9t kh\u00e1c bi\u1ec7t quan tr\u1ecdng kh\u00e1c l\u00e0 CXO th\u01b0\u1eddng l\u00e0m vi\u1ec7c theo chi\u1ec1u ngang trong t\u1ed5 ch\u1ee9c, t\u1ea1o ra s\u1ef1 h\u1ee3p t\u00e1c gi\u1eefa c\u00e1c ph\u00f2ng ban thay v\u00ec ch\u1ec9 qu\u1ea3n l\u00fd m\u1ed9t b\u1ed9 ph\u1eadn c\u1ee5 th\u1ec3. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p h\u1ecd ph\u00e1 v\u1ee1 c\u00e1c r\u00e0o c\u1ea3n truy\u1ec1n th\u1ed1ng v\u00e0 th\u00fac \u0111\u1ea9y c\u00e1ch ti\u1ebfp c\u1eadn th\u1ed1ng nh\u1ea5t \u0111\u1ed1i v\u1edbi tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean.<\/p>\n\n\n\n

5.2 S\u1ef1 b\u1ed5 tr\u1ee3 trong h\u1ec7 th\u1ed1ng l\u00e3nh \u0111\u1ea1o<\/h3>\n\n\n\n

M\u1eb7c d\u00f9 c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u00e0ng, CXO kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed9c l\u1eadp m\u00e0 b\u1ed5 sung cho c\u00e1c v\u1ecb tr\u00ed C-level kh\u00e1c, t\u1ea1o ra m\u1ed9t h\u1ec7 th\u1ed1ng l\u00e3nh \u0111\u1ea1o to\u00e0n di\u1ec7n:<\/p>\n\n\n\n

– CXO h\u1ee3p t\u00e1c v\u1edbi CMO \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng l\u1eddi h\u1ee9a th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c truy\u1ec1n \u0111\u1ea1t qua marketing ph\u00f9 h\u1ee3p v\u1edbi tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

– CXO l\u00e0m vi\u1ec7c v\u1edbi COO<\/a> \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1c quy tr\u00ecnh v\u1eadn h\u00e0nh theo h\u01b0\u1edbng c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m m\u00e0 kh\u00f4ng l\u00e0m gi\u1ea3m hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n

– CXO ph\u1ed1i h\u1ee3p v\u1edbi CTO \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c gi\u1ea3i ph\u00e1p c\u00f4ng ngh\u1ec7 m\u1edbi \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi d\u00f9ng v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m t\u1ed5ng th\u1ec3.<\/p>\n\n\n\n

– CXO h\u1ed7 tr\u1ee3 CEO<\/a> trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u0103n h\u00f3a doanh nghi\u1ec7p l\u1ea5y tr\u1ea3i nghi\u1ec7m l\u00e0m trung t\u00e2m v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ee5c ti\u00eau kinh doanh \u0111\u01b0\u1ee3c c\u00e2n b\u1eb1ng v\u1edbi s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean.<\/p>\n\n\n\n

6. Ti\u00eau ch\u00ed, k\u1ef9 n\u0103ng v\u00e0 t\u1ed1 ch\u1ea5t c\u1ea7n thi\u1ebft \u0111\u1ec3 tr\u1edf th\u00e0nh CXO<\/h2>\n\n\n\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng k\u1ef9 n\u0103ng v\u00e0 t\u1ed1 ch\u1ea5t c\u1ea7n c\u00f3 nh\u1ea5t \u1edf m\u1ed9t CXO:<\/p>\n\n\n\n

6.1 K\u1ef9 n\u0103ng chuy\u00ean m\u00f4n<\/h3>\n\n\n\n

Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/strong><\/p>\n\n\n\n

CXO c\u1ea7n c\u00f3 ki\u1ebfn th\u1ee9c s\u00e2u r\u1ed9ng v\u00e0 kinh nghi\u1ec7m th\u1ef1c t\u1ebf trong vi\u1ec7c thi\u1ebft k\u1ebf, qu\u1ea3n l\u00fd v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c n\u1eafm v\u1eefng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nh\u01b0 l\u1eadp b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, thi\u1ebft k\u1ebf d\u1ecbch v\u1ee5, v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m nh\u01b0 NPS, CSAT, v\u00e0 CES (Customer Effort Score).<\/p>\n\n\n\n

T\u1ea1i Vi\u1ec7t Nam, s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 \u0111\u1eb7c th\u00f9 v\u0103n h\u00f3a v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 y\u1ebfu t\u1ed1 \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng. V\u00ed d\u1ee5, ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam th\u01b0\u1eddng coi tr\u1ecdng y\u1ebfu t\u1ed1 con ng\u01b0\u1eddi trong tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 v\u00e0 c\u00f3 xu h\u01b0\u1edbng s\u1eed d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 chia s\u1ebb c\u1ea3 tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c l\u1eabn ti\u00eau c\u1ef1c.<\/p>\n\n\n\n

Ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/strong><\/p>\n\n\n\n

CXO c\u1ea7n c\u00f3 kh\u1ea3 n\u0103ng s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh v\u00e0 \u0111o l\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00e1c s\u00e1ng ki\u1ebfn tr\u1ea3i nghi\u1ec7m. H\u1ecd ph\u1ea3i th\u00e0nh th\u1ea1o trong vi\u1ec7c ph\u00e2n t\u00edch d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, t\u1eeb h\u00e0nh vi tr\u1ef1c tuy\u1ebfn \u0111\u1ebfn ph\u1ea3n h\u1ed3i kh\u1ea3o s\u00e1t, v\u00e0 s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ti\u00ean ti\u1ebfn nh\u01b0 AI v\u00e0 machine learning \u0111\u1ec3 r\u00fat ra nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc.<\/p>\n\n\n\n

Qu\u1ea3n l\u00fd d\u1ef1 \u00e1n<\/strong><\/p>\n\n\n\n

CXO th\u01b0\u1eddng ph\u1ea3i \u0111i\u1ec1u ph\u1ed1i nhi\u1ec1u s\u00e1ng ki\u1ebfn tr\u1ea3i nghi\u1ec7m c\u00f9ng m\u1ed9t l\u00fac, v\u00ec v\u1eady k\u1ef9 n\u0103ng qu\u1ea3n l\u00fd d\u1ef1 \u00e1n l\u00e0 kh\u00f4ng th\u1ec3 thi\u1ebfu. H\u1ecd c\u1ea7n c\u00f3 kh\u1ea3 n\u0103ng l\u1eadp k\u1ebf ho\u1ea1ch, th\u1ef1c hi\u1ec7n v\u00e0 theo d\u00f5i c\u00e1c d\u1ef1 \u00e1n c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m, \u0111\u1ed3ng th\u1eddi \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c ngu\u1ed3n l\u1ef1c \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n

C\u00e1c ph\u01b0\u01a1ng ph\u00e1p linh ho\u1ea1t (Agile) ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng r\u1ed9ng r\u00e3i trong qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m, cho ph\u00e9p CXO th\u1eed nghi\u1ec7m, h\u1ecdc h\u1ecfi v\u00e0 \u0111i\u1ec1u ch\u1ec9nh nhanh ch\u00f3ng d\u1ef1a tr\u00ean ph\u1ea3n h\u1ed3i th\u1ef1c t\u1ebf.<\/p>\n\n\n\n

6.2 Kh\u1ea3 n\u0103ng l\u00e3nh \u0111\u1ea1o v\u00e0 t\u01b0 duy \u0111\u1ed5i m\u1edbi<\/h3>\n\n\n\n

K\u1ef9 n\u0103ng giao ti\u1ebfp v\u00e0 thuy\u1ebft ph\u1ee5c<\/strong><\/p>\n\n\n\n

CXO c\u1ea7n c\u00f3 kh\u1ea3 n\u0103ng truy\u1ec1n \u0111\u1ea1t t\u1ea7m nh\u00ecn v\u1ec1 tr\u1ea3i nghi\u1ec7m m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 thuy\u1ebft ph\u1ee5c cho c\u00e1c b\u00ean li\u00ean quan trong t\u1ed5 ch\u1ee9c. H\u1ecd ph\u1ea3i bi\u1ebft c\u00e1ch “k\u1ec3 c\u00e2u chuy\u1ec7n d\u1eef li\u1ec7u”, bi\u1ebfn c\u00e1c s\u1ed1 li\u1ec7u ph\u1ee9c t\u1ea1p th\u00e0nh nh\u1eefng hi\u1ec3u bi\u1ebft c\u00f3 \u00fd ngh\u0129a v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3.<\/p>\n\n\n\n

K\u1ef9 n\u0103ng thuy\u1ebft ph\u1ee5c \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng khi CXO c\u1ea7n \u0111\u1ea3m b\u1ea3o s\u1ef1 \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u00e1ng ki\u1ebfn tr\u1ea3i nghi\u1ec7m, v\u1ed1n c\u00f3 th\u1ec3 c\u1ea1nh tranh v\u1edbi c\u00e1c \u01b0u ti\u00ean kinh doanh kh\u00e1c v\u1ec1 ng\u00e2n s\u00e1ch v\u00e0 ngu\u1ed3n l\u1ef1c.<\/p>\n\n\n\n

T\u01b0 duy \u0111\u1ed5i m\u1edbi v\u00e0 kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng<\/strong><\/p>\n\n\n\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t l\u0129nh v\u1ef1c li\u00ean t\u1ee5c ph\u00e1t tri\u1ec3n, v\u1edbi c\u00f4ng ngh\u1ec7 m\u1edbi v\u00e0 k\u1ef3 v\u1ecdng thay \u0111\u1ed5i nhanh ch\u00f3ng. CXO th\u00e0nh c\u00f4ng c\u1ea7n c\u00f3 t\u01b0 duy \u0111\u1ed5i m\u1edbi \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n v\u00e0 \u0111\u1ecbnh h\u00ecnh xu h\u01b0\u1edbng thay v\u00ec ch\u1ec9 ph\u1ea3n \u1ee9ng v\u1edbi ch\u00fang.<\/p>\n\n\n\n

H\u1ecd c\u0169ng c\u1ea7n c\u00f3 kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng cao \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c khi \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c m\u1edbi, ch\u1eb3ng h\u1ea1n nh\u01b0 trong \u0111\u1ea1i d\u1ecbch COVID-19, c\u00e1c CXO ph\u1ea3i nhanh ch\u00f3ng chuy\u1ec3n \u0111\u1ed5i sang m\u00f4 h\u00ecnh tr\u1ea3i nghi\u1ec7m k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 kh\u00f4ng ti\u1ebfp x\u00fac.<\/p>\n\n\n\n

T\u01b0 duy h\u1ec7 th\u1ed1ng<\/strong><\/p>\n\n\n\n

CXO c\u1ea7n c\u00f3 kh\u1ea3 n\u0103ng nh\u00ecn nh\u1eadn b\u1ee9c tranh t\u1ed5ng th\u1ec3 v\u00e0 hi\u1ec3u c\u00e1ch c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nhau c\u1ee7a doanh nghi\u1ec7p t\u01b0\u01a1ng t\u00e1c \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. T\u01b0 duy h\u1ec7 th\u1ed1ng gi\u00fap h\u1ecd x\u00e1c \u0111\u1ecbnh nguy\u00ean nh\u00e2n g\u1ed1c r\u1ec5 c\u1ee7a c\u00e1c v\u1ea5n \u0111\u1ec1 tr\u1ea3i nghi\u1ec7m v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c gi\u1ea3i ph\u00e1p to\u00e0n di\u1ec7n thay v\u00ec ch\u1ec9 gi\u1ea3i quy\u1ebft tri\u1ec7u ch\u1ee9ng.<\/p>\n\n\n\n

6.3 Hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

CXO xu\u1ea5t s\u1eafc c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1eb7t m\u00ecnh v\u00e0o v\u1ecb tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u00ecn nh\u1eadn doanh nghi\u1ec7p t\u1eeb g\u00f3c \u0111\u1ed9 c\u1ee7a h\u1ecd. S\u1ef1 \u0111\u1ed3ng c\u1ea3m n\u00e0y cho ph\u00e9p h\u1ecd x\u00e1c \u0111\u1ecbnh nh\u1eefng “\u0111i\u1ec3m \u0111au” m\u00e0 ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 b\u1ecf qua v\u00e0 t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m th\u1ef1c s\u1ef1 c\u00f3 \u00fd ngh\u0129a.<\/p>\n\n\n\n

H\u1ecd li\u00ean t\u1ee5c t\u00ecm ki\u1ebfm c\u00e1ch th\u1ee9c m\u1edbi \u0111\u1ec3 l\u1eafng nghe v\u00e0 hi\u1ec3u kh\u00e1ch h\u00e0ng, t\u1eeb nghi\u00ean c\u1ee9u truy\u1ec1n th\u1ed1ng \u0111\u1ebfn c\u00e1c ph\u01b0\u01a1ng ph\u00e1p s\u00e1ng t\u1ea1o nh\u01b0 quan s\u00e1t d\u00e2n t\u1ed9c h\u1ecdc v\u00e0 \u0111\u1ed3ng thi\u1ebft k\u1ebf v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

6.4 V\u00ed d\u1ee5 v\u1ec1 CXO th\u00e0nh c\u00f4ng<\/h3>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 CXO th\u00e0nh c\u00f4ng l\u00e0 Adam Brotman, c\u1ef1u Chief Digital Officer ki\u00eam Ph\u00f3 Ch\u1ee7 t\u1ecbch ph\u1ee5 tr\u00e1ch Tr\u1ea3i nghi\u1ec7m Kh\u00e1ch h\u00e0ng K\u1ef9 thu\u1eadt s\u1ed1 t\u1ea1i Starbucks. D\u01b0\u1edbi s\u1ef1 l\u00e3nh \u0111\u1ea1o c\u1ee7a \u00f4ng, Starbucks \u0111\u00e3 tri\u1ec3n khai \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng th\u00e0nh c\u00f4ng, cho ph\u00e9p thanh to\u00e1n di \u0111\u1ed9ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft, bi\u1ebfn \u0111\u1ed5i ho\u00e0n to\u00e0n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng \u0111\u00e1ng k\u1ec3 doanh s\u1ed1.<\/p>\n\n\n

\n
\"Ti\u00eau
Ti\u00eau ch\u00ed, k\u1ef9 n\u0103ng v\u00e0 t\u1ed1 ch\u1ea5t c\u1ea7n thi\u1ebft \u0111\u1ec3 tr\u1edf th\u00e0nh CXO<\/em><\/figcaption><\/figure><\/div>\n\n\n

7. Base HRM+ \u2013 \u0110\u1ed3ng h\u00e0nh c\u00f9ng doanh nghi\u1ec7p trong tuy\u1ec3n d\u1ee5ng v\u00e0 ph\u00e1t tri\u1ec3n v\u1ecb tr\u00ed CXO<\/h2>\n\n\n\n

Tuy\u1ec3n d\u1ee5ng v\u00e0 gi\u1eef ch\u00e2n nh\u00e2n s\u1ef1 c\u1ea5p cao nh\u01b0 CXO (Chief Experience Officer) lu\u00f4n l\u00e0 b\u00e0i to\u00e1n kh\u00f3 v\u1edbi doanh nghi\u1ec7p. \u0110\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 qu\u00e1 tr\u00ecnh t\u00ecm ng\u01b0\u1eddi c\u00f3 n\u0103ng l\u1ef1c, m\u00e0 c\u00f2n l\u00e0 h\u00e0nh tr\u00ecnh x\u00e2y d\u1ef1ng tr\u1ea3i nghi\u1ec7m nh\u00e2n s\u1ef1 chuy\u00ean nghi\u1ec7p v\u00e0 nh\u1ea5t qu\u00e1n t\u1eeb kh\u00e2u tuy\u1ec3n ch\u1ecdn, h\u1ed9i nh\u1eadp cho \u0111\u1ebfn \u0111\u00e1nh gi\u00e1 v\u00e0 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i.<\/p>\n\n\n\n

Base HRM+<\/a> – B\u1ed9 gi\u1ea3i ph\u00e1p qu\u1ea3n tr\u1ecb & ph\u00e1t tri\u1ec3n nh\u00e2n s\u1ef1 to\u00e0n di\u1ec7n, gi\u00fap doanh nghi\u1ec7p chu\u1ea9n h\u00f3a, t\u1ef1 \u0111\u1ed9ng h\u00f3a v\u00e0 d\u1eef li\u1ec7u h\u00f3a to\u00e0n b\u1ed9 v\u00f2ng \u0111\u1eddi nh\u00e2n s\u1ef1, \u0111\u1eb7c bi\u1ec7t hi\u1ec7u qu\u1ea3 v\u1edbi c\u00e1c v\u1ecb tr\u00ed chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 CXO.<\/p>\n\n\n\n

Chu\u1ea9n h\u00f3a quy tr\u00ecnh tuy\u1ec3n d\u1ee5ng v\u00e0 onboarding<\/strong><\/p>\n\n\n\n

– T\u1ef1 \u0111\u1ed9ng h\u00f3a tuy\u1ec3n d\u1ee5ng, t\u00edch h\u1ee3p tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c n\u1ec1n t\u1ea3ng vi\u1ec7c l\u00e0m h\u00e0ng \u0111\u1ea7u (VietnamWorks, JobStreet, CareerViet,\u2026) gi\u00fap HR d\u1ec5 d\u00e0ng thu h\u00fat v\u00e0 qu\u1ea3n l\u00fd \u1ee9ng vi\u00ean c\u1ea5p cao m\u00e0 kh\u00f4ng c\u1ea7n thao t\u00e1c th\u1ee7 c\u00f4ng qu\u00e1 nhi\u1ec1u<\/p>\n\n\n\n

– X\u00e2y d\u1ef1ng Pipeline tuy\u1ec3n d\u1ee5ng xuy\u00ean su\u1ed1t to\u00e0n b\u1ed9 ti\u1ebfn tr\u00ecnh, t\u1eeb l\u1ecdc h\u1ed3 s\u01a1, ph\u1ecfng v\u1ea5n, \u0111\u00e1nh gi\u00e1 \u0111\u1ebfn g\u1eedi offer.<\/p>\n\n\n\n

– Thi\u1ebft k\u1ebf quy tr\u00ecnh h\u1ed9i nh\u1eadp ri\u00eang cho c\u00e1c v\u1ecb tr\u00ed CXO, gi\u00fap h\u1ecd n\u1eafm b\u1eaft v\u0103n h\u00f3a, quy tr\u00ecnh, m\u00f4i tr\u01b0\u1eddng nhanh ch\u00f3ng, t\u1ea1o \u1ea5n t\u01b0\u1ee3ng chuy\u00ean nghi\u1ec7p ngay t\u1eeb ng\u00e0y \u0111\u1ea7u ti\u00ean.<\/p>\n\n\n\n

Qu\u1ea3n l\u00fd d\u1eef li\u1ec7u nh\u00e2n s\u1ef1 CXO nh\u1ea5t qu\u00e1n v\u00e0 b\u1ea3o m\u1eadt tuy\u1ec7t \u0111\u1ed1i<\/strong><\/p>\n\n\n\n

– T\u1eadp trung to\u00e0n b\u1ed9 h\u1ed3 s\u01a1 nh\u00e2n s\u1ef1 c\u1ea5p cao (h\u1ee3p \u0111\u1ed3ng, l\u1ed9 tr\u00ecnh th\u0103ng ti\u1ebfn, th\u00e0nh t\u00edch, ph\u00fac l\u1ee3i, KPI,\u2026) tr\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng duy nh\u1ea5t.<\/p>\n\n\n\n

– Ph\u00e2n quy\u1ec1n ch\u1eb7t ch\u1ebd v\u00e0 b\u1ea3o m\u1eadt cao, \u0111\u1ea3m b\u1ea3o th\u00f4ng tin nh\u1ea1y c\u1ea3m c\u1ee7a ban l\u00e3nh \u0111\u1ea1o lu\u00f4n \u0111\u01b0\u1ee3c l\u01b0u tr\u1eef an to\u00e0n.<\/p>\n\n\n\n

– Theo d\u00f5i qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u00f3ng g\u00f3p c\u1ee7a t\u1eebng c\u00e1 nh\u00e2n, gi\u00fap doanh nghi\u1ec7p ra quy\u1ebft \u0111\u1ecbnh ch\u00ednh x\u00e1c trong c\u00e1c k\u1ef3 t\u00e1i b\u1ed5 nhi\u1ec7m, \u0111i\u1ec1u chuy\u1ec3n ho\u1eb7c \u0111\u00e1nh gi\u00e1 chi\u1ebfn l\u01b0\u1ee3c nh\u00e2n s\u1ef1 t\u1ed5ng th\u1ec3.<\/p>\n\n\n\n

\u0110\u00e1nh gi\u00e1 n\u0103ng l\u1ef1c v\u00e0 hi\u1ec7u su\u1ea5t l\u00e0m vi\u1ec7c b\u1eb1ng d\u1eef li\u1ec7u th\u1ef1c t\u1ebf<\/strong><\/p>\n\n\n\n

– Thi\u1ebft l\u1eadp OKR\/KPI ri\u00eang cho t\u1eebng v\u1ecb tr\u00ed, g\u1eafn ch\u1eb7t v\u1edbi m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n

– Theo d\u00f5i ti\u1ebfn \u0111\u1ed9 v\u00e0 hi\u1ec7u su\u1ea5t theo th\u1eddi gian th\u1ef1c, gi\u00fap ban l\u00e3nh \u0111\u1ea1o v\u00e0 HR c\u00f3 g\u00f3c nh\u00ecn kh\u00e1ch quan v\u1ec1 t\u00e1c \u0111\u1ed9ng v\u00e0 hi\u1ec7u qu\u1ea3 l\u00e3nh \u0111\u1ea1o c\u1ee7a t\u1eebng v\u1ecb tr\u00ed l\u00e3nh \u0111\u1ea1o c\u1ea5p cao.<\/p>\n\n\n\n

Base HRM+ kh\u00f4ng ch\u1ec9 cung c\u1ea5p b\u1ed9 c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1, m\u00e0 c\u00f2n l\u00e0 n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng v\u0103n h\u00f3a ti\u1ebfn b\u1ed9, c\u1ee7ng c\u1ed1 ni\u1ec1m tin c\u1ee7a \u0111\u1ed9i ng\u0169 l\u00e3nh \u0111\u1ea1o c\u1ea5p cao, duy tr\u00ec s\u1ef1 g\u1eafn k\u1ebft d\u00e0i h\u1ea1n gi\u1eefa doanh nghi\u1ec7p v\u00e0 nh\u1eefng ng\u01b0\u1eddi d\u1eabn d\u1eaft.<\/p>\n\n\n

\n
\"Base<\/a>
Base HRM+<\/a> – B\u1ed9 gi\u1ea3i ph\u00e1p qu\u1ea3n tr\u1ecb v\u00e0 ph\u00e1t tri\u1ec3n nh\u00e2n s\u1ef1<\/em><\/figcaption><\/figure><\/div>\n\n\n

Li\u00ean h\u1ec7 Base.vn ngay h\u00f4m nay \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u tuy\u1ec3n d\u1ee5ng v\u00e0 qu\u1ea3n tr\u1ecb nh\u00e2n s\u1ef1 c\u1ee7a doanh nghi\u1ec7p b\u1ea1n.<\/p>\n\n\n\n

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

Tr\u00ean \u0111\u00e2y l\u00e0 nh\u1eefng th\u00f4ng tin xoay quanh CXO l\u00e0 g\u00ec m\u00e0 Base.vn mu\u1ed1n cung c\u1ea5p cho b\u1ea1n \u0111\u1ecdc. Th\u00f4ng qua vi\u1ec7c qu\u1ea3n l\u00fd to\u00e0n di\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e2n vi\u00ean, CXO gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh, t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng c\u1ea1nh tranh, v\u00e0 th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi. \u0110\u1eb7c bi\u1ec7t t\u1ea1i Vi\u1ec7t Nam, n\u01a1i th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng \u0111\u00f2i h\u1ecfi cao h\u01a1n, vai tr\u00f2 c\u1ee7a CXO l\u1ea1i c\u00e0ng tr\u1edf n\u00ean thi\u1ebft y\u1ebfu h\u01a1n bao gi\u1edd h\u1ebft.<\/p>\n","protected":false},"excerpt":{"rendered":"

Trong th\u1eddi \u0111\u1ea1i m\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (Customer Experience) tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p, vai tr\u00f2 c\u1ee7a CXO \u2013 Gi\u00e1m \u0111\u1ed1c Tr\u1ea3i nghi\u1ec7m ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng. CXO kh\u00f4ng ch\u1ec9 l\u00e0 ng\u01b0\u1eddi hi\u1ec3u kh\u00e1ch h\u00e0ng nh\u1ea5t, m\u00e0 c\u00f2n l\u00e0 c\u1ea7u n\u1ed1i gi\u1eefa chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 […]<\/p>\n","protected":false},"author":10,"featured_media":22821,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19],"tags":[],"ppma_author":[56],"class_list":["post-22806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-quan-tri-nhan-su"],"acf":[],"yoast_head":"\nCXO l\u00e0 g\u00ec? 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