{"id":9912,"date":"2025-08-14T10:35:29","date_gmt":"2025-08-14T03:35:29","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=9912"},"modified":"2025-08-14T10:35:30","modified_gmt":"2025-08-14T03:35:30","slug":"customer-journey","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/customer-journey\/","title":{"rendered":"Customer Journey l\u00e0 g\u00ec? 9 b\u01b0\u1edbc x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3"},"content":{"rendered":"\n<p>Customer Journey, Customer Journey Map hay h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh vi v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf t\u1eebng giai \u0111o\u1ea1n, t\u1eeb \u0111\u00f3 \u0111\u1ec1 xu\u1ea5t nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i. \u0110\u1ec3 t\u00ecm hi\u1ec3u r\u00f5 <em><strong>Customer Journey l\u00e0 g\u00ec?<\/strong><\/em> v\u00e0 c\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng, b\u1ea1n \u0111\u1ecdc h\u00e3y c\u00f9ng <a href=\"https:\/\/base.vn\/?utm_source=base-blog&amp;utm_content=base.vn\/blog\/customer-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">Base.vn<\/a> theo d\u00f5i b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-customer-journey-la-gi\">1. Customer Journey l\u00e0 g\u00ec?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-1-khai-ni\u1ec7m\">1.1 Kh\u00e1i ni\u1ec7m<\/h3>\n\n\n\n<p><strong>Customer Journey<\/strong> d\u1ecbch sang ti\u1ebfng Vi\u1ec7t c\u00f3 ngh\u0129a l\u00e0 &#8220;<strong>H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/strong>&#8220;. \u0110\u00e2y l\u00e0 c\u1ee5m t\u1eeb th\u1ec3 hi\u1ec7n to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c khi ti\u1ebfp x\u00fac v\u1edbi m\u1ed9t doanh nghi\u1ec7p. N\u00f3 s\u1ebd bao g\u1ed3m to\u00e0n b\u1ed9 t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c k\u00eanh (online\/offline), c\u00e1c thi\u1ebft b\u1ecb c\u0169ng nh\u01b0 \u0111i\u1ec3m ti\u1ebfp x\u00fac trong m\u1ecdi giai \u0111o\u1ea1n c\u1ee7a v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng. H\u00e0nh tr\u00ecnh n\u00e0y t\u00ednh t\u1eeb khi kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p cho \u0111\u1ebfn khi tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-2-cach-chia-giai-do\u1ea1n-c\u1ee7a-customer-journey\">1.2 C\u00e1ch chia giai \u0111o\u1ea1n c\u1ee7a Customer Journey<\/h3>\n\n\n\n<p>M\u1ed7i doanh nghi\u1ec7p s\u1ebd c\u00f3 nh\u1eefng c\u00e1ch chia giai \u0111o\u1ea1n kh\u00e1c nhau nh\u01b0ng th\u01b0\u1eddng s\u1ebd \u0111i theo m\u1ed9t trong hai c\u00e1ch sau:<\/p>\n\n\n\n<p><strong>C\u00e1ch 1: Chia h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng theo giai \u0111o\u1ea1n mua h\u00e0ng<\/strong><\/p>\n\n\n\n<p>V\u1edbi c\u00e1ch n\u00e0y, ch\u00fang ta c\u00f3 3 giai \u0111o\u1ea1n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tr\u01b0\u1edbc khi mua h\u00e0ng: Kh\u00e1ch h\u00e0ng c\u00f3 nh\u1eadn th\u1ee9c v\u1ec1 nhu c\u1ea7u, xem x\u00e9t v\u1ea5n \u0111\u1ec1, nghi\u00ean c\u1ee9u t\u00ecm hi\u1ec3u c\u00e1c gi\u1ea3i ph\u00e1p, sau \u0111\u00f3 ch\u1ecdn gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p.<\/li>\n\n\n\n<li>Giai \u0111o\u1ea1n mua h\u00e0ng: Kh\u00e1ch h\u00e0ng ti\u1ebfn h\u00e0nh thanh to\u00e1n, nh\u1eadn h\u00e0ng v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5.<\/li>\n\n\n\n<li>Giai \u0111o\u1ea1n sau mua h\u00e0ng: Kh\u00e1ch h\u00e0ng c\u00f3 c\u1ea3m nh\u1eadn v\u00e0 \u0111\u00e1nh gi\u00e1 v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 quy\u1ebft \u0111\u1ecbnh c\u00f3 gi\u1edbi thi\u1ec7u cho ng\u01b0\u1eddi kh\u00e1c hay kh\u00f4ng.<\/li>\n<\/ul>\n\n\n\n<p><strong>C\u00e1ch 2: Chia theo h\u00e0nh vi<\/strong><\/p>\n\n\n\n<p>V\u1edbi c\u00e1ch n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 chia theo t\u1eebng h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nh\u1eadn th\u1ee9c v\u1ea5n \u0111\u1ec1 (Awareness).<\/li>\n\n\n\n<li>Quan t\u00e2m gi\u1ea3i ph\u00e1p (Interest).<\/li>\n\n\n\n<li>C\u00e2n nh\u1eafc gi\u1ea3i ph\u00e1p: Gi\u00e1 c\u1ea3, nh\u00e0 cung c\u1ea5p&#8230; (Consideration).<\/li>\n\n\n\n<li>Quy\u1ebft \u0111\u1ecbnh mua (Decision).<\/li>\n\n\n\n<li>H\u1ed7 tr\u1ee3 sau b\u00e1n (Service).<\/li>\n\n\n\n<li>Mua l\u1ea1i, gi\u1edbi thi\u1ec7u \u0111\u1ebfn ng\u01b0\u1eddi kh\u00e1c (Loyalty).<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Customer-Journey-la-gi-1024x683.webp\" alt=\"Customer Journey l\u00e0 g\u00ec?\" class=\"wp-image-9921\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Customer-Journey-la-gi-1024x683.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Customer-Journey-la-gi-300x200.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Customer-Journey-la-gi-768x512.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Customer-Journey-la-gi-1536x1024.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Customer-Journey-la-gi.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-customer-journey-map-cjm-la-gi\">2. Customer Journey Map (CJM) l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p><strong>Customer Journey Map<\/strong> l\u00e0 b\u1ea3n \u0111\u1ed3 gi\u00fap tr\u1ef1c quan h\u00f3a h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng khi h\u1ecd t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, doanh nghi\u1ec7p ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5. CJM s\u1ebd g\u1ed3m t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ch\u1ea1m hay c\u00f2n g\u1ecdi l\u00e0 touchpoint trong t\u1eebng giai \u0111o\u1ea1n c\u1ee7a v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>V\u1edbi b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p s\u1ebd hi\u1ec3u \u0111\u01b0\u1ee3c \u0111\u1ed9ng c\u01a1, nhu c\u1ea7u, mong mu\u1ed1n c\u1ee7a h\u1ecd, t\u1eeb \u0111\u00f3 c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng ph\u00f9 h\u1ee3p. Ngo\u00e0i ra, qu\u00e1 tr\u00ecnh n\u00e0y c\u0169ng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00f3 kh\u0103n c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng, qua \u0111\u00f3 c\u00f3 nh\u1eefng h\u01b0\u1edbng \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a, c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m \u0111\u1ebfn t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-l\u1ee3i-ich-c\u1ee7a-customer-journey-map-d\u1ed1i-v\u1edbi-doanh-nghi\u1ec7p\">3. L\u1ee3i \u00edch c\u1ee7a Customer Journey Map \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/h2>\n\n\n\n<p><strong>Hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng: <\/strong>Qua CJM, doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u, mong mu\u1ed1n v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf t\u1eebng giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh mua s\u1eafm, nh\u1eadn bi\u1ebft c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 v\u1edbi doanh nghi\u1ec7p, bao g\u1ed3m c\u1ea3 k\u00eanh tr\u1ef1c tuy\u1ebfn v\u00e0 ngo\u1ea1i tuy\u1ebfn. \u0110\u1ed3ng th\u1eddi, b\u1ea1n c\u0169ng hi\u1ec3u \u0111\u01b0\u1ee3c c\u1ea3m x\u00fac v\u00e0 suy ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf m\u1ed7i giai \u0111o\u1ea1n, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh tr\u1ea3i nghi\u1ec7m ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n<p><strong>C\u1ea3i thi\u1ec7n <a href=\"https:\/\/base.vn\/blog\/cx-trai-nghiem-khach-hang\/\" target=\"_blank\" rel=\"noreferrer noopener\">tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (CX)<\/a>:<\/strong> D\u1ef1a v\u00e0o CJM, b\u1ea1n c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n nh\u1eefng \u0111i\u1ec3m y\u1ebfu trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 c\u00f3 h\u01b0\u1edbng \u0111\u1ec3 c\u1ea3i thi\u1ec7n v\u00e0 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng. Ngo\u00e0i ra, b\u1ea1n c\u0169ng bi\u1ebft c\u00e1ch t\u1ed1i \u01b0u c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac, mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch, nh\u1ea5t qu\u00e1n, c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng theo nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<p><strong>T\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng: <\/strong>Khi hi\u1ec3u \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng v\u1edbi CJM, doanh nghi\u1ec7p c\u00f3 th\u1ec3 n\u00e2ng cao t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, k\u00edch th\u00edch kh\u00e1ch h\u00e0ng ch\u1ed1t \u0111\u01a1n, \u0111\u1ed3ng th\u1eddi, t\u0103ng c\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, khuy\u1ebfn kh\u00edch h\u1ecd mua h\u00e0ng nhi\u1ec1u h\u01a1n v\u00e0 gi\u1edbi thi\u1ec7u doanh nghi\u1ec7p cho b\u1ea1n b\u00e8 v\u00e0 ng\u01b0\u1eddi th\u00e2n.<\/p>\n\n\n\n<p><strong>N\u00e2ng cao kh\u1ea3 n\u0103ng c\u1ea1nh tranh: <\/strong>Mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u01b0\u1ee3t tr\u1ed9i c\u00f3 th\u1ec3 l\u00e0 \u0111i\u1ec3m m\u1ea1nh \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t v\u1edbi \u0111\u1ed1i th\u1ee7, n\u00e2ng cao kh\u1ea3 n\u0103ng c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng, qua \u0111\u00f3 thu h\u00fat nhi\u1ec1u kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n\n\n\n<p><strong>L\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7u qu\u1ea3: <\/strong>T\u1eeb nh\u1eefng th\u00f4ng tin m\u00e0 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng mang l\u1ea1i, <a href=\"https:\/\/base.vn\/blog\/phong-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">ph\u00f2ng marketing<\/a> s\u1ebd hi\u1ec3u r\u00f5 nhu c\u1ea7u, mong mu\u1ed1n, th\u00f3i quen \u0111\u1ec3 t\u1eeb \u0111\u00f3 ch\u1ecdn k\u00eanh ph\u00f9 h\u1ee3p ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng. Th\u00eam n\u1eefa, Marketer c\u0169ng c\u00f3 th\u1ec3 c\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p marketing theo nh\u1eefng th\u00f4ng tin \u0111\u00e3 thu th\u1eadp \u0111\u01b0\u1ee3c.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Loi-ich-cua-customer-journey-1024x683.webp\" alt=\"L\u1ee3i \u00edch c\u1ee7a Customer Journey\" class=\"wp-image-9929\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Loi-ich-cua-customer-journey-1024x683.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Loi-ich-cua-customer-journey-300x200.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Loi-ich-cua-customer-journey-768x512.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Loi-ich-cua-customer-journey-1536x1024.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/Loi-ich-cua-customer-journey.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-cac-b\u01b0\u1edbc-d\u01a1n-gi\u1ea3n-xay-d\u1ef1ng-hanh-trinh-khach-hang\">4. C\u00e1c b\u01b0\u1edbc \u0111\u01a1n gi\u1ea3n x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-1-xac-d\u1ecbnh-m\u1ee5c-tieu\">4.1 X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau<\/h3>\n\n\n\n<p>Tr\u01b0\u1edbc h\u1ebft, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau khi x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec. N\u00f3 c\u00f3 th\u1ec3 l\u00e0 gi\u00fap c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i ho\u1eb7c \u0111ang trong giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng m\u1edbi.&nbsp;<\/p>\n\n\n\n<p>Khi \u0111\u1eb7t ra m\u1ee5c ti\u00eau, c\u1ea7n \u0111\u1ea3m b\u1ea3o n\u00f3 c\u1ee5 th\u1ec3, c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c, ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p v\u00e0 c\u00f3 th\u1eddi gian r\u00f5 r\u00e0ng (tham kh\u1ea3o m\u00f4 h\u00ecnh SMART kh\u00e1 n\u1ed5i ti\u1ebfng).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-2-xac-d\u1ecbnh-d\u1ed1i-t\u01b0\u1ee3ng-khach-hang\">4.2 X\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n<p>Khi \u0111\u00e3 c\u00f3 m\u1ee5c ti\u00eau, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u00f3m kh\u00e1ch h\u00e0ng m\u00ecnh \u0111ang h\u01b0\u1edbng \u0111\u1ebfn l\u00e0 ai, hay \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0o m\u00ecnh c\u1ea7n v\u1ebd ch\u00e2n dung, v\u1ebd s\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh.&nbsp;<\/p>\n\n\n\n<p>\u0110\u1ec3 th\u1ef1c hi\u1ec7n vi\u1ec7c n\u00e0y, b\u1ed9 ph\u1eadn li\u00ean quan s\u1ebd ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch nh\u00e2n kh\u1ea9u h\u1ecdc, h\u00e0nh vi, s\u1edf th\u00edch, kh\u00f3 kh\u0103n, \u0111i\u1ec3m \u0111au v\u00e0 mong mu\u1ed1n c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u00e3 x\u00e1c \u0111\u1ecbnh tr\u01b0\u1edbc \u0111\u00f3. B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o Ma tr\u1eadn Personas \u0111\u1ec3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng \u0111\u1ea7y \u0111\u1ee7 v\u00e0 chi ti\u1ebft nh\u1ea5t.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-3-thu-th\u1eadp-va-phan-tich-d\u1eef-li\u1ec7u\">4.3 Thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/h3>\n\n\n\n<p>Khi \u0111\u00e3 c\u00f3 m\u1ee5c ti\u00eau, c\u00f3 ch\u00e2n dung v\u1ec1 nh\u00f3m kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn, b\u1ea1n s\u1ebd ti\u1ebfp t\u1ee5c thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p \u0111ang kinh doanh.<\/p>\n\n\n\n<p>Vi\u1ec7c thu th\u1eadp n\u00e0y c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau, v\u00ed d\u1ee5 nh\u01b0 kh\u1ea3o s\u00e1t online\/offline, ph\u1ecfng v\u1ea5n, t\u1eeb d\u1eef li\u1ec7u b\u00e1n h\u00e0ng, th\u00f4ng qua d\u1eef li\u1ec7u tr\u00ean website, c\u00e1c k\u00eanh social ho\u1eb7c t\u00ecm t\u1eeb kh\u00e1ch h\u00e0ng c\u1ee7a \u0111\u1ed1i th\u1ee7. B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o c\u00e1c <a href=\"https:\/\/base.vn\/blog\/phan-mem-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng CRM<\/a> ho\u1eb7c Facebook Insight, Google Analytics \u0111\u1ec3 c\u00f3 th\u1ec3 hi\u1ec3u th\u00eam v\u1ec1 kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/phan-tich-du-lieu\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ph\u00e2n t\u00edch d\u1eef li\u1ec7u l\u00e0 g\u00ec? Quy tr\u00ecnh, ph\u01b0\u01a1ng ph\u00e1p v\u00e0 c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-4-xac-d\u1ecbnh-cac-giai-do\u1ea1n-trong-hanh-trinh-khach-hang\">4.4 X\u00e1c \u0111\u1ecbnh c\u00e1c giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n<p>H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng g\u1ed3m kh\u00e1 nhi\u1ec1u giai \u0111o\u1ea1n kh\u00e1c nhau, b\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eadn th\u1ee9c, c\u00e2n nh\u1eafc cho \u0111\u1ebfn mua h\u00e0ng, s\u1eed d\u1ee5ng v\u00e0 duy tr\u00ec. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng c\u00e1c giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng \u1ee9ng v\u1edbi nh\u1eefng h\u00e0nh vi n\u00e0o c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<p>B\u1ea1n h\u00e3y m\u00f4 t\u1ea3 chi ti\u1ebft c\u00e1c h\u00e0nh \u0111\u1ed9ng, suy ngh\u0129 c\u0169ng nh\u01b0 c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch trong m\u1ed7i giai \u0111o\u1ea1n. \u0110\u00e2y s\u1ebd l\u00e0 d\u1eef li\u1ec7u \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c m\u1ed9t Customer Journey Map \u0111\u00fang v\u00e0 ph\u00f9 h\u1ee3p nh\u1ea5t \u1edf giai \u0111o\u1ea1n th\u1ef1c hi\u1ec7n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-5-xac-d\u1ecbnh-cac-di\u1ec3m-ch\u1ea1m\">4.5 X\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m ch\u1ea1m<\/h3>\n\n\n\n<p>\u0110i\u1ec3m ch\u1ea1m hay touch point l\u00e0 nh\u1eefng \u0111i\u1ec3m ti\u1ebfp x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 v\u1edbi doanh nghi\u1ec7p, bao g\u1ed3m c\u1ea3 k\u00eanh offline v\u00e0 online, v\u00ed d\u1ee5 nh\u01b0 Website, Facebook, Zalo, Hotline, SMS, h\u1ed9i ch\u1ee3, workshop, webinar\u2026. B\u1ea1n c\u1ea7n l\u00e0m r\u00f5 \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ch\u1ea1m m\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 tr\u1ea3i qua trong h\u00e0nh tr\u00ecnh mua s\u1eafm.<\/p>\n\n\n\n<p>Sau \u0111\u00f3, b\u1ea1n m\u00f4 t\u1ea3 chi ti\u1ebft nh\u1eefng t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p t\u1ea1i m\u1ed7i \u0111i\u1ec3m ch\u1ea1m \u0111\u00f3. V\u00ed d\u1ee5, h\u1ecd \u0111\u1ecdc 1 b\u00e0i vi\u1ebft tr\u00ean website r\u1ed3i h\u1ecd c\u00f3 xem ti\u1ebfp b\u00e0i vi\u1ebft kh\u00e1c kh\u00f4ng hay h\u1ecd r\u1eddi \u0111i ngay, ho\u1eb7c h\u1ecd tham gia h\u1ed9i th\u1ea3o h\u1ecd c\u00f3 t\u01b0\u01a1ng t\u00e1c kh\u00f4ng, c\u00f3 \u0111\u1ec3 l\u1ea1i feedback g\u00ec kh\u00f4ng\u2026.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-6-phan-tich-c\u1ea3m-xuc\">4.6 Ph\u00e2n t\u00edch c\u1ea3m x\u00fac<\/h3>\n\n\n\n<p>C\u1ea3m x\u00fac \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. Ch\u00fang ta c\u1ea7n ph\u00e2n t\u00edch c\u1ea3m x\u00fac c\u1ee7a h\u1ecd trong m\u1ed7i giai \u0111o\u1ea1n c\u1ee7a Customer Journey. Tuy nhi\u00ean, vi\u1ec7c ph\u00e2n t\u00edch c\u1ea3m x\u00fac s\u1ebd kh\u00e1 kh\u00f3 kh\u0103n v\u00e0 ch\u1ec9 d\u1ec5 th\u1ef1c hi\u1ec7n khi b\u1ea1n c\u00f3 c\u01a1 h\u1ed9i tr\u00f2 chuy\u1ec7n tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng. Ngo\u00e0i ra, b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n b\u1eb1ng vi\u1ec7c \u0111\u1ecdc nh\u1eefng tin nh\u1eafn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p khi chat Facebook, Zalo\u2026.<\/p>\n\n\n\n<p>B\u1ea1n h\u00e3y ch\u00fa \u00fd m\u1ed9t v\u1ea5n \u0111\u1ec1 \u0111\u00f3 l\u00e0: L\u00e0m r\u00f5 nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1ch quan, ch\u1ee7 quan \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-7-l\u1eadp-b\u1ea3n-d\u1ed3-hanh-trinh\">4.7 L\u1eadp b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh<\/h3>\n\n\n\n<p>Khi \u0111\u00e3 c\u00f3 \u0111\u1ee7 th\u00f4ng tin, d\u1eef li\u1ec7u, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ch\u00fang \u0111\u1ec3 l\u1eadp b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng. B\u1ea3n \u0111\u1ed3 c\u1ea7n th\u1ec3 hi\u1ec7n r\u00f5 r\u00e0ng c\u00e1c giai \u0111o\u1ea1n, c\u00e1c \u0111i\u1ec3m ch\u1ea1m c\u0169ng nh\u01b0 c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n<p>B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o c\u00f4ng c\u1ee5 nh\u01b0 Coggle ho\u1eb7c Miro \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ea1o Customer Journey Map \u0111\u01a1n gi\u1ea3n, tr\u1ef1c tuy\u1ebfn \u0111\u1ec3 d\u1ec5 h\u00ecnh dung.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-8-xac-d\u1ecbnh-di\u1ec3m-y\u1ebfu-va-c\u01a1-h\u1ed9i\">4.8 X\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m y\u1ebfu v\u00e0 c\u01a1 h\u1ed9i<\/h3>\n\n\n\n<p>Khi \u0111\u00e3 c\u00f3 m\u1ed9t b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh tr\u1ef1c quan, b\u1ea1n s\u1ebd c\u1ea7n ph\u00e2n t\u00edch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu v\u00e0 xem x\u00e9t c\u1ea7n c\u1ea3i thi\u1ec7n \u0111i\u1ec1u g\u00ec trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.&nbsp;<\/p>\n\n\n\n<p>H\u00e3y ph\u00e2n t\u00edch v\u00e0 ghi l\u1ea1i \u0111i\u1ec3m khi\u1ebfn kh\u00e1ch h\u00e0ng kh\u00f3 ch\u1ecbu, th\u1ea5t v\u1ecdng hay nh\u1eefng \u0111i\u1ec1u g\u00ec khi\u1ebfn kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng v\u00e0 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u1ee7a doanh nghi\u1ec7p. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc r\u1ea5t quan tr\u1ecdng v\u00ec th\u00f4ng qua \u0111\u00f3, b\u1ea1n a<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-9-theo-doi-va-do-l\u01b0\u1eddng-k\u1ebft-qu\u1ea3\">4.9 Theo d\u00f5i v\u00e0 \u0111o l\u01b0\u1eddng k\u1ebft qu\u1ea3<\/h3>\n\n\n\n<p>Sau khi \u0111\u00e3 c\u00f3 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n theo d\u00f5i hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng b\u00e1m theo h\u00e0nh tr\u00ecnh \u0111\u00f3 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 ph\u00f9 h\u1ee3p v\u00e0 nh\u1eefng \u0111i\u1ec3m c\u1ea3i thi\u1ec7n\/ch\u01b0a c\u1ea3i thi\u1ec7n.<\/p>\n\n\n\n<p>H\u00e3y d\u00f9ng c\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, <a href=\"https:\/\/base.vn\/blog\/giu-chan-khach-hang\/\" target=\"_blank\" rel=\"noreferrer noopener\">gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/a>, m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng\u2026 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng. N\u1ebfu c\u00f3 \u0111i\u1ec1u g\u00ec ch\u01b0a ph\u00f9 h\u1ee3p, b\u1ea1n c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 c\u0169ng nh\u01b0 kh\u1edbp v\u1edbi nhu c\u1ea7u doanh nghi\u1ec7p v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1ch h\u00e0ng.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"590\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/cac-buoc-xay-dung-customer-journey-1024x590.webp\" alt=\"X\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng\" class=\"wp-image-9932\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/cac-buoc-xay-dung-customer-journey-1024x590.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/cac-buoc-xay-dung-customer-journey-300x173.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/cac-buoc-xay-dung-customer-journey-768x442.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/cac-buoc-xay-dung-customer-journey-1536x885.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/cac-buoc-xay-dung-customer-journey.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-cach-t\u1ed1i-\u01b0u-customer-journey-map\">5. C\u00e1ch t\u1ed1i \u01b0u Customer Journey Map<\/h2>\n\n\n\n<p><strong>C\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 nh\u1eefng g\u00ec mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c<\/strong><\/p>\n\n\n\n<p>\u0110\u1ec3 c\u1ea3i thi\u1ec7n h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n c\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 nh\u1eefng g\u00ec mong mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c, \u0111\u1ed3ng th\u1eddi ph\u00e2n bi\u1ec7t th\u1ef1c t\u1ebf hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hi\u1ec7n t\u1ea1i h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n\n\n\n<li>Trong t\u01b0\u01a1ng lai, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o, c\u00f3 thay \u0111\u1ed5i g\u00ec kh\u00f4ng?<\/li>\n<\/ul>\n\n\n\n<p>Khi hi\u1ec3u \u0111\u01b0\u1ee3c th\u00e1i \u0111\u1ed9, nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng trong nh\u1eefng th\u1eddi \u0111i\u1ec3m quan tr\u1ecdng c\u1ee7a h\u00e0nh tr\u00ecnh, doanh nghi\u1ec7p s\u1ebd c\u00f3 nh\u1eefng thay \u0111\u1ed5i \u0111\u1ec3 \u0111\u00e1p \u1ee9ng h\u1ecd t\u1ed1t h\u01a1n, c\u00f3 ph\u01b0\u01a1ng \u00e1n \u0111\u1ec3 \u0111\u1ed1i ph\u00f3 n\u1ebfu nhu c\u1ea7u ch\u01b0a th\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n<p><strong>S\u1eafp x\u1ebfp Customer Journey Map&nbsp;<\/strong><\/p>\n\n\n\n<p>\u0110\u1ec3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m t\u1ed1i \u01b0u cho kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n nhi\u1ec1u b\u01b0\u1edbc h\u01a1n l\u00e0 ch\u1ec9 \u0111\u01a1n thu\u1ea7n t\u1ea1o Customer Journey Map. Vi\u1ec7c s\u1eafp x\u1ebfp CJM theo th\u1eddi gian th\u1ef1c l\u00e0 v\u00f4 c\u00f9ng quan tr\u1ecdng, n\u00f3 s\u1ebd gi\u00fap b\u1ea1n \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng v\u1edbi t\u1eebng l\u1ef1a ch\u1ecdn c\u1ee7a kh\u00e1ch h\u00e0ng.&nbsp;<\/p>\n\n\n\n<p>\u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, doanh nghi\u1ec7p ph\u1ea3i ch\u1ee7 \u0111\u1ed9ng t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng d\u1eef li\u1ec7u <a href=\"https:\/\/base.vn\/blog\/hanh-vi-khach-hang\/\" target=\"_blank\" rel=\"noreferrer noopener\">h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/a> thu th\u1eadp \u0111\u01b0\u1ee3c theo th\u1eddi gian th\u1ef1c (real-time).<\/p>\n\n\n\n<p><strong>H\u1ed7 tr\u1ee3 nh\u00e2n vi\u00ean t\u1ed1t h\u01a1n<\/strong><\/p>\n\n\n\n<p>B\u00ean c\u1ea1nh vi\u1ec7c n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, vi\u1ec7c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean c\u0169ng \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t. Doanh nghi\u1ec7p c\u1ea7n cung c\u1ea5p cho nh\u00e2n vi\u00ean nh\u1eefng c\u00f4ng c\u1ee5 c\u1ea7n thi\u1ebft \u0111\u1ec3 gi\u00fap h\u1ecd hi\u1ec3u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng, v\u00ed d\u1ee5 nh\u01b0 <a href=\"https:\/\/base.vn\/blog\/phan-mem-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">ph\u1ea7n m\u1ec1m CRM<\/a>, c\u00f4ng c\u1ee5 t\u1eeb Google, Facebook\u2026&nbsp;<\/p>\n\n\n\n<p>Khi \u0111\u01b0\u1ee3c trao quy\u1ec1n t\u1ef1 ch\u1ee7 v\u00e0 \u0111\u1ed9ng l\u1ef1c trong c\u00f4ng vi\u1ec7c, nh\u00e2n vi\u00ean s\u1ebd c\u00f3 kh\u1ea3 n\u0103ng h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n v\u00e0 ph\u00e1t huy t\u1ed1i \u0111a ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea3n th\u00e2n, t\u1eeb \u0111\u00f3 n\u00e2ng cao s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a h\u1ecd v\u00e0 n\u00e2ng cao t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/base.vn\/blog\/crm\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"599\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/10\/crm-1024x599.png\" alt=\"ph\u1ea7n m\u1ec1m crm\" class=\"wp-image-13192\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/10\/crm-1024x599.png 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/10\/crm-300x175.png 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/10\/crm-768x449.png 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/10\/crm.png 1303w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\"><em>Ph\u1ea7n m\u1ec1m\u00a0Base CRM\u00a0gi\u00fap t\u1ef1 \u0111\u1ed9ng ho\u00e1 v\u00e0 c\u00e1 nh\u00e2n ho\u00e1 t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ch\u1ea1m tr\u00ean h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/em>.<br> <em><a href=\"https:\/\/base.vn\/blog\/crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u0110\u0103ng k\u00fd tr\u1ea3i nghi\u1ec7m ngay!<\/a><\/em><\/figcaption><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-nguyen-t\u1eafc-khi-xay-d\u1ef1ng-b\u1ea3n-d\u1ed3-hanh-trinh-khach-hang\">6. Nguy\u00ean t\u1eafc khi x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/h2>\n\n\n\n<p>\u0110\u1ec3 x\u00e2y d\u1ef1ng Customer Journey Map hi\u1ec7u qu\u1ea3, doanh nghi\u1ec7p c\u1ea7n tu\u00e2n th\u1ee7 m\u1ed9t s\u1ed1 nguy\u00ean t\u1eafc sau:<\/p>\n\n\n\n<p><strong>L\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>M\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a CJM l\u00e0 th\u1ea5u hi\u1ec3u h\u00e0nh tr\u00ecnh v\u00e0 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng. Do \u0111\u00f3, c\u1ea7n \u0111\u1eb7t kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m trong su\u1ed1t qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng CJM.<\/li>\n\n\n\n<li>Thu th\u1eadp th\u00f4ng tin t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 h\u00e0nh vi v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li>S\u1eed d\u1ee5ng ng\u00f4n ng\u1eef v\u00e0 h\u00ecnh \u1ea3nh d\u1ec5 hi\u1ec3u \u0111\u1ec3 m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n<\/ul>\n\n\n\n<p><strong>T\u1eadp trung v\u00e0o h\u00e0nh tr\u00ecnh th\u1ef1c t\u1ebf<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ea7n ph\u1ea3n \u00e1nh h\u00e0nh tr\u00ecnh th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng, bao g\u1ed3m c\u1ea3 nh\u1eefng \u0111i\u1ec3m t\u00edch c\u1ef1c v\u00e0 ti\u00eau c\u1ef1c.<\/li>\n\n\n\n<li>Tr\u00e1nh \u0111\u01b0a ra gi\u1ea3 \u0111\u1ecbnh ho\u1eb7c suy \u0111o\u00e1n v\u1ec1 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li>Doanh nghi\u1ec7p c\u1ea7n s\u1eed d\u1ee5ng d\u1eef li\u1ec7u th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p \u0111\u1ec3 x\u00e2y d\u1ef1ng CJM.<\/li>\n<\/ul>\n\n\n\n<p><strong>X\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng c\u00e1c giai \u0111o\u1ea1n<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c chia th\u00e0nh nhi\u1ec1u giai \u0111o\u1ea1n, bao g\u1ed3m nh\u1eadn th\u1ee9c, c\u00e2n nh\u1eafc, mua h\u00e0ng, s\u1eed d\u1ee5ng v\u00e0 duy tr\u00ec.<\/li>\n\n\n\n<li>H\u00e3y x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng c\u00e1c giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p v\u00e0 m\u00f4 t\u1ea3 chi ti\u1ebft c\u00e1c h\u00e0nh \u0111\u1ed9ng, suy ngh\u0129 v\u00e0 c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf m\u1ed7i giai \u0111o\u1ea1n.<\/li>\n<\/ul>\n\n\n\n<p><strong>S\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh tr\u1ef1c quan<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CJM n\u00ean \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n b\u1eb1ng h\u00ecnh \u1ea3nh tr\u1ef1c quan \u0111\u1ec3 d\u1ec5 d\u00e0ng hi\u1ec3u v\u00e0 ghi nh\u1edb.<\/li>\n\n\n\n<li>S\u1eed d\u1ee5ng bi\u1ec3u \u0111\u1ed3, s\u01a1 \u0111\u1ed3 v\u00e0 h\u00ecnh \u1ea3nh \u0111\u1ec3 m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, tr\u00e1nh s\u1eed d\u1ee5ng qu\u00e1 nhi\u1ec1u v\u0103n b\u1ea3n.<\/li>\n<\/ul>\n\n\n\n<p><strong>C\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>H\u00e0nh vi v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 thay \u0111\u1ed5i theo th\u1eddi gian n\u00ean c\u1ea7n c\u1eadp nh\u1eadt b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh ch\u00ednh x\u00e1c v\u00e0 hi\u1ec7u qu\u1ea3.<\/li>\n\n\n\n<li>S\u1eed d\u1ee5ng CJM nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch li\u00ean t\u1ee5c.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/nguyen-tac-xay-dung-customer-journey-map-1024x683.webp\" alt=\"Nguy\u00ean t\u1eafc x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng\" class=\"wp-image-9934\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/nguyen-tac-xay-dung-customer-journey-map-1024x683.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/nguyen-tac-xay-dung-customer-journey-map-300x200.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/nguyen-tac-xay-dung-customer-journey-map-768x512.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/nguyen-tac-xay-dung-customer-journey-map-1536x1024.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/08\/nguyen-tac-xay-dung-customer-journey-map.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-m\u1ed9t-s\u1ed1-mo-hinh-customer-journey-map-hi\u1ec7n-nay\">7. M\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh Customer Journey Map hi\u1ec7n nay<\/h2>\n\n\n\n<p><strong>M\u00f4 h\u00ecnh Linear (H\u00e0nh tr\u00ecnh tuy\u1ebfn t\u00ednh): <\/strong>\u0110\u00e2y l\u00e0 m\u00f4 h\u00ecnh \u0111\u01a1n gi\u1ea3n nh\u1ea5t, m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng theo tr\u00ecnh t\u1ef1 th\u1eddi gian, t\u1eeb giai \u0111o\u1ea1n nh\u1eadn th\u1ee9c \u0111\u1ebfn giai \u0111o\u1ea1n mua h\u00e0ng v\u00e0 sau mua h\u00e0ng. Linear th\u00edch h\u1ee3p cho c\u00e1c h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng ng\u1eafn g\u1ecdn v\u00e0 d\u1ec5 hi\u1ec3u.<\/p>\n\n\n\n<p><strong>M\u00f4 h\u00ecnh Looping: <\/strong>M\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u1eb7p \u0111i l\u1eb7p l\u1ea1i, v\u1edbi c\u00e1c \u0111i\u1ec3m ch\u1ea1m t\u01b0\u01a1ng t\u1ef1 nh\u01b0ng c\u00f3 th\u1ec3 thay \u0111\u1ed5i theo th\u1eddi gian. N\u00f3 s\u1ebd th\u00edch h\u1ee3p cho c\u00e1c d\u1ecbch v\u1ee5 ho\u1eb7c s\u1ea3n ph\u1ea9m c\u00f3 t\u00ednh chu k\u1ef3 s\u1eed d\u1ee5ng, v\u00ed d\u1ee5 nh\u01b0 gia h\u1ea1n Netflix, Youtube&#8230;<\/p>\n\n\n\n<p><strong>M\u00f4 h\u00ecnh Service Blueprint Customer:<\/strong> K\u1ebft h\u1ee3p b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng v\u1edbi s\u01a1 \u0111\u1ed3 quy tr\u00ecnh cung c\u1ea5p d\u1ecbch v\u1ee5. M\u00f4 h\u00ecnh n\u00e0y hi\u1ec3n th\u1ecb r\u00f5 r\u00e0ng vai tr\u00f2 c\u1ee7a c\u00e1c b\u1ed9 ph\u1eadn v\u00e0 nh\u00e2n vi\u00ean trong vi\u1ec7c t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, th\u00edch h\u1ee3p cho c\u00e1c doanh nghi\u1ec7p cung c\u1ea5p d\u1ecbch v\u1ee5 ph\u1ee9c t\u1ea1p.<\/p>\n\n\n\n<p><strong>M\u00f4 h\u00ecnh Persona-based:<\/strong> Doanh nghi\u1ec7p s\u1ebd t\u1ea1o b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh ri\u00eang cho t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng (Persona) d\u1ef1a tr\u00ean \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 h\u00e0nh vi c\u1ee7a h\u1ecd. \u0110\u00e2y l\u00e0 m\u1eabu gi\u00fap doanh nghi\u1ec7p th\u1ea5u hi\u1ec3u v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p><strong>M\u00f4 h\u00ecnh Digital: <\/strong>T\u1eadp trung v\u00e0o c\u00e1c t\u01b0\u01a1ng t\u00e1c k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p, th\u00f4ng qua website, \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng, m\u1ea1ng x\u00e3 h\u1ed9i, v.v. N\u00f3 s\u1ebd gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-8-k\u1ebft-lu\u1eadn\">8. K\u1ebft lu\u1eadn<\/h2>\n\n\n\n<p>Hi\u1ec3u r\u00f5 Customer Journey l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean \u0111\u1ec3 doanh nghi\u1ec7p x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7u qu\u1ea3, t\u1eeb \u0111\u00f3 thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng. B\u1eb1ng c\u00e1ch \u00e1p d\u1ee5ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m t\u1ed1t h\u01a1n cho h\u1ecd, t\u1eeb \u0111\u00f3 t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, t\u0103ng doanh thu v\u00e0 c\u1ee7ng c\u1ed1 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer Journey, Customer Journey Map hay h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh vi v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf t\u1eebng giai \u0111o\u1ea1n, t\u1eeb \u0111\u00f3 \u0111\u1ec1 xu\u1ea5t nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng t\u1ef7 l\u1ec7 [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21,18],"tags":[],"ppma_author":[55],"class_list":["post-9912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-kinh-doanh","category-quan-ly-van-hanh"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.4 (Yoast SEO v24.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey l\u00e0 g\u00ec? 9 b\u01b0\u1edbc x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/title>\n<meta name=\"description\" content=\"Customer Journey l\u00e0 g\u00ec? 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