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    DO VAN CHIEN_DICH VU KHACH HANG NGHIEN CUU.pdf DO VAN CHIEN_DICH VU KHACH HANG NGHIEN CUU.pdf Document Transcript

    • KKMXJUTWm MBA PROGRAM (lEMBA) rao mc Quin ifi kinh doanh Quocle"RI^M
    • INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirong trinh cao hoc Quan trj kinh doanh Quoc teLUAN VAN TOT NGHIEP DICH VU KHACH HANG NGHIEN CUU TINH HUONG NHA XUAT BAN THONG KE DO VAN CHIEN IEMBA#3 THANG 05, 2007
    • INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh cao hoc Quan tn kinh doanh Quoc te BAN LUAN VAN NAY DUOC N Q P C H O TRirOfNG DAI HOC IRVINE (HOA KY) VA KHOA QUAN TRI KINH DOANH (TRircSNG DAI HOC QUOC GIA HA NQIBAN LUAN VAN LA M Q T PHAN BAT BUQC TRONG CHLTONG TRINH DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE THANG 05, 2007
    • Phe duyet cua Chu-ong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuang trinhToi xac nhan rang luan van nay da dap irng dugc cac yeu cau ciia mot iuan van tot nghiepthugc chuong trinh dao tao Thac sy Quan tri kinh doanh. TS--N-giu^n Nggc Anh Cm tich I igi dongChung toi, ky ten duoi day xac nhan rang chung toi da doc toan bg luan van nay va congnhan ban luan van hoan toan dap ung cac tieu chuan cLia mot luan van Thac s> quan tri kinhdoanh. NCS. Dang Nggc Su Giao vien hiiong danCac thanh vien Hoi dong(Xep thir tu ten theo bang chO" cai)PGS-TS. Vii Tri DungTS. Tran Doan KimNCS. Dang Nggc Su
    • CAM KET Toi xin cam ket rang ngi dung ciia ban luan van nay chua dugc nop cho bat ky motchuang trinh cap bang cao hoc nao cGng nhu bat ky mot chuong trinh dao tao cap bang naokhac. Toi ciang xin cam ket them rang ban luan van nay la no lire ca nhan cua toi. Cac ketqua, phan tich, ket luan trong luan van nay (ngoai cac phan dugc trich dan) deu la kk qualam viec cua ca nhan toi. Hoc vien Do Van Chien
    • DANH MUC CAC TlT VIET TATViet tat Dien giaiNXB Nha xuat banNXBTK Nha xuat ban Thong keXBP Xuat ban phamSXKD San xuat kinh doanhDVKH Djch vu khach hang
    • GIAI NGHIA T i r NGU^ C H U Y E N N G A N HTir chuyen nganh Giai nghiaCong tac vien Nguai ben ngoai ca quan tham gia lam cgng tac vienTac gia Nguai viet sachBien tap vien Nguai bien tapChe ban Chuyen chCr, hinh anh tir du lieu may tinh thanh ban inDoc bong Tim loi tren bongSua loi Sua cac loi chinh ta do danh may hoac viet saiIn- hoan thien Gap, khau, ep gay. vao bia, dong xen thanh sachCan Che ban, in tren giay canPhim Che ban, in tren phimBong Du lieu ban thao dugc in ra giay de sua loiPhat hanh sach Nhu ban sach
    • MUC LUCChtfOTigl:Gl6lTHIEU 1.1- Ly do chon de tai 1.2- Muc tieu nghien cihi 3 1.3- Fhu-oTig phap nghien cifu 4 1.4- Ket cau ciia luan van 4Chu^oTig 2: CO SO LY LUAN 2.1- Djch vu khach hang va chat luong djch vu khach hang 5 2.1.1- Djch vu va dich vu khach hang 5 a- Dich vu, tinh chdt cua dich vu 5 b- Khach hang, phan logi khach hang 8 c- Dich vu khach hang 12 d- Chdt lirang vd chdt lug-ng dich vu 23 e- Cac xu huang tren thi truang hien nay ve chdt luang DVKH IS 2.1.2- He thong sang tao - cung ung djch vu Servuction 26 a- He thong sdng tao - cung ung dich vu 16 b~ Cac yeu to quyet dinh chdt luang cua he thong 11 2.1.3- Cac yeu to xac dinh chat lugng theo quan diem khach hang 30 2.2- Quan trj chat lugng DVKH - Cach tiep can theo qua trinh 33 2.2.1- Chuc nang hoach dinh chat lugng DVKH 33 2.2.2- Chuc nang to chuc quan tri chat lugng dich vu khach hang 33 2.2.3- Chuc nang kiem tra, kiem soat 36 2.2.4- Chirc nang dieu chinh, dieu hoa, phoi hgp 39
    • Chuong 3: THU^C TRANG DICH VU KHACH HANG CUA NHA XUAT BAN THONG KE 3.1- Tong quan ve Nha xuat ban Thong ke 41 3.1.1- So luge ve qua trinh hinh thanh vaphat trien 41 a~ Vcii net ve Nha xudt ban Thong ke 41 b- Ton chi, muc dich 41 c- Chuc nang, nhiem vu Al d- Qua trinh hinh thanh vd phdt trien Al 3.1.2- Co cau to chirc, boat dong 44 3.1.3- Quy trinh boat dong dich vu xuat ban 46 Giai dogn 1: Chudn bi 46 Giai dogn 2: To chuc hien sogn, bien dich, hieu dinh 46 Giai dogn 3: Che ban, bien tap 46 Giai dogn 4: In, hodn thien Al Giai dogn 5: To chuc phdt hdnh (ban hdng) Al 3.1.4- San pham/dich vu 48 3.1.5- Khach hang cua NXB Thong ke 50 3.2- Thyc trang dich vu khach hang cua NXB Thong ke 52 3.2.1- Khach hang danh gia chat lugng DVKH 52 a- Cugc dieu tra thir nhdt 52 b- Cugc dieu tra thti hai 53 c- Cdc cugc dieu tra hdng Viet Nam chdt Im/ng cao 54 3.2.2- To chuc noi bg 55 a- Ban Gidm doc 55 b~ Ca che hogt dong kinh doanh dich vu XBP cua to chuc ngi bg 58 3.2.3- Ca sa vat chat (chat lugng ky thuat) 61 a- Van phong giao dich 61
    • b- May moc thiet bi 63 c- Bi quyet nghe nghiep xudt ban tdc dong den dich vu khach hdng 66 d- Giai phdp ky thuat xudt ban 68 e- Website cua NXB Thong ke 71 3.2.4- Nhan vien tiep xiic (chat lugng chuc nang) 79 (1) Ve tdc phong ngirai giao tiep 81 (2) Ung xu cua ngirai giao tiep 81 (3) San sdngphuc vu 82 (4) Quan he ngi bg 82 (5) Hinh time hen ngodi 82 (6) Khd nang tiep can 82 (7) Giao dich vai khdch hdng 82 3.3- Ket luan 83Chu^oTig 4: MOT SO KIEN NGHI, GIAI PHAP NHAM NANG CAO CHAT LU^OTVG DVKH CUA NXBTK VA KET LUAN 4.1- Mot so kien nghj, de xuat 86 4.1.1- Lanh dao cap cao ciia NXBTK can quan triet sau sac tinh than dich vu 86 khach hang, xay dung van hoa dich vu khach hang tai NXBTK 4.1.2- Sap xep lai to chirc bg may. boat dong cua NXB Thong ke 89 4.1.3- Cung CO, cai tien boat dong Website 91 a- Cai tien thiet ke mai 91 b- Qudng bd trang website 93 c- Cung cdp dich vu chdm soc khdch hdng true tuyen 93 4.1.4- Xay dung quy trinh cham soc khach hang 97 4.2- Nhirng han che cua luan van va hu-ong nghien ciru tiep theo 99 4.3- Ket luan 99
    • Tai lieu tham khao 101Phuluc 103
    • DANH MUC HINH VE r/ So Ten hinh anh TrangHinh 2.1- Ranh giai giira hang hoa va djch vu ngay cang ma dan 6Hinh 2.2- He thong sang tao - cung ung dich vu theo mo hinh 28 ServuctionHinh 2.3- He thong sang tao - cung img djch vu (mo hinh Servuction 28 ma rong)Hinh 3.1- So do ca cau to chirc 45Hinh 3.2- Mot so sach cua NXB Thong ke 49Hinh 3.3- Van phong giao tiep ciia NXB Thong ke tai 86 Thuy Khue 62Hinh 3.4 - Cac loai hop dung XBP khi van chuyen den voi khach hang 67Hinh 3.5 - Quang cao sach tren bao dien tir c6 duong link den website 67 ciia NXBHinh 3.6 - To rai quang cao sach c6 in huang dan mua, ban sach 68 true tuyenHinh 3.7- Trang chu Website: www.nxbthongke.com.vn 71Hinh 3.8- Phan dau trang chii Website: www.nxbthongke.com.vn 72Hinh 3.9 - Cong cu tim kiem nhanh, tim kiem chi tiet sach tren website 73Hinh 3.10- Phan cot giija trang chu Website: www.nxbthongke.com.vn 75Hinh 4.1- So do ca cau to chuc mai 88
    • D A N H M U C BANG BIEU S6 Ten bang TrangBang 2. l- Mot so diem khac nhau giiia djch vu khach hang va dich vu 14 truyen thongBdng 3.1- Ket qua boat dong kinh doanh cua NXB Thong ke (2002- 44 2006)Bdng 3.2- Tong hgp chat lugng dich vu khach hang 53Bdng 3.3- Tong hgp nhijng ly do khach hang tu choi hgp tac voi NXB 54 Thong keBang 3.4- Danh sach TSCD va trich khau hao hang tbang cua NXB 64 trong nam 2006Bdng 3.5- Bang thong ke so lirgt truy cap website NXBTK 74
    • CHirONG 1 Gldl THIEU1.1- Ly do chon de taiNam 2006, Viet Nam da tra thanh thanh vien thu 150 ciia To chuc Thuong mai The gioi.Dieu d6 da noi len trong thai gian toi cac doanh nghiep Viet Nam se phai trai qua nhieu thirthach cam go song cung don nhan v6 van ca hoi nggt ngao dc phat trien. Sir canh tranh giij"acac doanh nghiep vai nhau ve cong nghe, ve con nguai, san pham/dich vu se rat khoc liet,nhung su tranh gianh ve khach hang se khong kern phan khoc liet. Khach hang ngay naykhong he binh thuong, ho la nhijng con nguai day doi hoi. Ho muon dugc biet den va dugcton trong. muon dugc doi xu nha nhan va dugc nghe nhung lai cam on. Ho muon ban bietrang, ho da tieu tien cho boat dong kinh doanh cua ban. Khach hang ngay nay thuong sosanh cac cixa hang vai nhau va xem xet ky nhiing san pham/djch vu. ho xem xet can thantung dong chij tren nhan mac, va dua ra mot loat nhijng cau hoi. Do vay, de ban dugc hang,nguai ban nen c6 thai do ung xu: Khach hang bao gia cUng dung", do la mot phuong chamtuyet vai cua cac nha kinh doanh.Trong mot thai gian dai, each thuc chu yeu de phat trien kinh doanh la tang chiing loai mathang va giii gia ca a muc thap ban so vol cac doi thii canh tranh. Trong cac ke hoach kinhdoanh, yeu to tai chinh thuong dugc dat len hang dau va yeu to con nguai it dugc chu y den.Khong the khong noi rang: Sir qua phong phu ve chung loai va gia ca thap lai la hai nguyennhan chinh dan den sir pha san cua cong ty. Cac nghien cuu cho thay, 75% nguai tieu dungtu choi mua san pham/dich vu vi nha san xuat da khong chia y hoac phot la nhu cau cua ho.15% do that vgng ve san pham/djch vu va chi c6 10% la vi gia ca.
    • Sir thay doi nhanh chong tren thi truang da huge cac cong ty kinh doanh phai lay khach hanglam trong tarn cho mgi boat dong cua minh. Khi san pham/dich vu ciia cong ty khong khacnhieu so vai san pham/djch vu tuong tu ciia cac doi thu canh tranh, thi sir khac biet trongchien luge xay dung quan he vai khach hang, noi cac khac do la su khac biet ve djch vukhach hang la mot yeu to rat quan trong.Ciang nhu cac nganh kinh doanh khac, ITnh vuc kinh doanh xuat ban pham, nhieu nam truacdugc nha nuac bao cap hoan toan. Dau nam lap ke hoach de tai, nha nuoc duyet; trong namthuc hien, xuat ban xong giao tat ca sach cho Tong cong ty Phat hanh sach Viet Nam phathanh, viec phat hanh dugc hay khong cac NXB gan nhu khong hay biet; cuoi nam se dugctra tien, chi phi djnh muc, lai cung djnh muc. C(x deu deu nhu vay, khong can biet dich vukhach hang la gi. Ngay nay, sau khi nuoc ta xoa bo ca che bao cap. cac NXB noi chung,NXB Thong ke noi rieng dan dan bat bugc phai quan tam den khach hang, vi mot ly do ho languai tra tien mua sach. Do vay. cac doanh nghiep can phai hoach djnh chinh sach, lap kehoach. to chuc thuc hien. kiem tra, kiem soat djch vu khach hang de kich thich nhu cau cuanguai dan.Vai NXB Thong ke, khoang 10 nam gan day viec cham soc khach hang ciang dugc quan tamnhung chua dung mirc, chua dugc khoa hoc, tu do chua tao dugc sir khac biet vai cac NXBkhac. Khach hang trung thanh vai NXB Thong ke it, khach hang mai thi phan Ion la su ngaunhien. Tu do, so lugng dau sach xuat ban hang nam thi Ion nhung so lugng sach cho timgdau thi nho (trung binh khoang 2000 ban/dau sach).So lieu cac nam 2002 den 2006 cua phu luc luan van cho chung ta thay vai tro rat quan trgngciia nhom khach hang cQ;
    • - Phu luc so 9 trang 112: Doanh thu cua khach hang cu, nam 2002 la 16,72 ty dong giam dan dennam 2006 con 4,51 ty dong, anh huang rat Ian den tong doanh thu. Trong khi do doanh thu ciianhom khach hang mai giam nhe tu 6,9 ty dong xuong 6,23 ty dong khong anh huang nhieu dentong doanh thu. Lgd nhuan cua nhom khach hang mod dii tang tu 73 trieu dong len 78 trieu dong.Cling khong bu dugc Igi nhuan cua nhom khach hang cu giam tu 178 trieu xuong 84 trieu dong.lam giam Igi nhuan chung cua ca NXB tu 251 trieu xuong con 162 trieu.- Phu luc so 10 trang 113: Doanh so cua NXBTK nam 2002 la 23,02 ty dong giam dan dennam 2006 la 10,75 ty dong, ty le giam 53,31%, Igi nhuan tuang ung ciang giam 35,36% tu251,4 trieu dong xuong con 162,5 trieu dong.Tac gia muon chon de tai: Djch vu khach hang - Nghien ciiu tinh huong NXB Thong kelam chu de". Soi rgi ly thuyet voi thuc te. tu do tim thay diem manh. diem yeu trong vieccham soc khach hang cua cac NXB noi chung, NXB Thong ke noi rieng, de xuat, kien nghivai cac cap lanh dao nham khong ngung nang cao chat lugng djch vu khach hang tai day.Cung voi ly do do. con c6 ly do khac do la sir tam huyet vai ca quan, tac gia da song va lamviec tai NXB Thong ke tren 20 nam, tinh cam da gan bo, muon dua NXB Thong ke phattrien nhanh, manh, dung trong top dau cac NXB Viet Nam, nhu ao uac ciia nhieu the he canbg. cong nhan vien NXB Thong ke.1.2- Muc tieu nghien ciru- Nghien cuu thuc trang dich vu khach hang cua Nha xuat ban Thong ke cung nhu cac nhanto quyet djnh chat lugng dich vu khach hang.- Dua ra kien nghi, de xuat nham cai tien chat lugng djch vu khach hang cua Nha xuat banThong ke noi rieng, ciing nhu ciia cac dan vj cung ung djch vu khach hang khac noi chung.
    • 1.3- Phu*o*ng phap nghien ciruTrong pham vi luan van nay, ngi dung nghien cuu bang cac phuong phap:- Phuong phap djnh tinh (Nghien cuu tinh huong).- Phuong phap thu thap so lieu: Phong van true tiep, phong van thong qua phieu dieu tra.- So lieu: Chu yeu la so lieu so cap.1.4- Ket cau cua luan vanChuang L G l d l THIEUChuang 2: CO S6 LY LUAN2.1- Djch vu khach hang va chat lugng djch vu khach bang.2.2- Quan trj dich vu khach hang - Cach tiep can theo qua trinh.Chuang 3: THI/C TRANG DICH VU KHACH HANG CUA NXB THONG KE3.1- Tong quan ve Nha xuat ban Thong ke.3.2- Tiep can theo mo hinh Servuction.3.3- Ket luan rut ra.Chuang 4: MQT SO KIEN NGHI, GlAl PHAP NHAM NANG CAO C H A T LLTONGDICH VU KHACH HANG CUA NXB THONG KE4.1- Mot so kien nghi, de xuat4.2- Nhung ban che cua luan van va huang nghien cuu tiep theo.4.3- K^t luan.
    • CHU^ONG 2 CO S 6 LY LUAN 2.1- Dich vu khach hang va chat luffng djch vu khach hang2.1.1- Dich vu va djch vu khach hanga- Djch vu, tinh chat ciia djch vu* Khai niem djch vuThuat ngij nay rat kho xac djnh. bai vi thong thuang djch vu dugc mua ban/trao doi cung voisan pham hang boa hihi hinh. Djch vu can c6 san pham vat chat trg giup trong qua trinh taora djch vu d6 (ban can c6 may bay de cung cap djch vu van chuyen hang khong), va hanghoa vat chat ciang can c6 cac boat dong dich vu trg luc (dc ban mot goi muoi hay mot cai aoso mi, it ra nguai ta ciang can su phuc vu ciia nguai ban hang, nguai thu tien).Hien nay. c6 nhieu tranh luan ve khai niem djch vu. c6 nhieu djnh nghTa ve djch vu. tuynhien tung khai niem deu c6 nhung ban che rieng, sau day la mot so khai niem:+ Theo Dai tu dien tieng Viet 1999 - NXB Van h6a Thong tin: Djch vu la cong viec phuc vucho dong dao dan chung.+ Theo quan diem truyen thong: Nhiong cai gi khong phai nuoi trong, khong phai san xuat ladich vu, no bao gom cac boat dong:- Trong ITnh vitc kinh doanh c6: hang khong, ngan hang, buu dien, djch vu may tinh, khachsan, bao hiem, tu van, dien anh, cac phong kham chiaa benb, hieu cat toe, rua xe...- Khu vuc phi lai nhuan: vien bao tang, benh vien. truang hgc, dan nhac giao huang. cac tochuc tu thien...- Khu vuc nha nuac: toa an, doi cuu boa, canh sat, quan doi...
    • + Theo Philip Kotler - Quan tri Marketing, Nxb Thong ke, 2003: Djch vu la mot hanh dongva ket qua ma mot ben c6 the cung cap cho ben kia va chu yeu la v6 hinh va khong dan denquyen so hiju mot cai gi d6. San pham cua n6 c6 the c6 hay khong gan lien vai mot sanpham vat chat. + Mot dinh nghia thuang dugc nhac tai: Dich vu Id mot hogt dong bao gom cdc nhdn tokhong hien hitu, gidi quyet cdc moi quan he giira khdch hdng hoac tai san ma khdch hdng sahim vai nguai cung cdp ma khong co su chuyen giao quyen sa huu. Hinh 2.1- Ranh gioi giCra hang hoa va dich vu ngay cang ma dan Dich H^ng vu ^hong, Baohidm, V6 sua ^"^ tuv^n. tuyen chua dien "iao due Vat chat Djch vu hoan hao hoan hao Muoi, Quan Nha Oto, Nha do . ao a xe hang. • ^^P may may quan san anSan pham djch vu c6 the nam trong pham vi hoac vugt qua pham vi san pham vat chat.Nguai ta phan biet hai thai cue, mot dau chi san pham hang boa hien huu hoan toan, va daukia chi san pham dich vu hoan toan. Mot san pham c6 the chua nhieu phan djch vu ban hayit ban tuy thugc vao ban chat cua boat dong san xuat - kinh doanh ra no. Ranh giai giira hanghoa va djch vu ngay cang ma dan, boi vi cac cong ty ngay cang dua ra nhieu nhij-ng hon hgpsan pham va dich vu de canh tranh tren thj truong (xem hinh 2.1).* Cac tinh chat ciia boat dong djch vuDjch vu C bon tinh chat quan trgng, do la: O- Tinh vd hinh: Cac djch vu deu v6 hinh, khong giong nhiong san pham vat chat, chidingkhong the nhin thay dugc, khong nem dugc, khong cam thay dugc, khong nghe thay dugc
    • hay khong ngiri th4y dugc truac khi mua chung. Mot nguai den NXB de xuat ban mot cuonsach khong the nhin thay cuon sach truac khi no dugc xuat ban. Mot nguoi can thiet ke doboa mot cai bia sach khong the biet truoc dugc chiec bia do c6 dep hay khong, c6 phu hgpvoi ngi dung cuon sach hay khong, cho den khi thiet ke do boa xong.D§ giam bat muc do khong chac chan, khach hang se tim kiem nhijng dau hieu hay bangchiing ve chat lugng cua djch vu. Hg se suy dien ve chat lugng dich vu tir dja diem, connguai, trang thiet bj, tai lieu thong tin. uy tin va gia ca ma hg thay. Vi vay, nhiem vu ciianguai cung ung djch vu la *Van dung nhiong bang chung de lam cho cai vo hinh tra thanhhion hinh", c6 gang neu len dugc nhiong bang chung vat chat va hinh tugng boa mon hangtrim tugng ciia minh.- Tinh khong chia cat dwac: Djch vu thuang dugc san xuat va tieu dung mot each dongthoi. Khac ban vai hang boa vat chat, san pham djch vu khong the san xuat san ra, roi nhapkho, phan phoi qua nhieu nac trung gian, roi sau do mai den tay nguai tieu dung cuoi cung.Djch vu khong the tach khoi nguon goc ciia no, trong khi hang hoa vat chat ton tai khongphu thugc vao sir c6 mat hay vang mat nguon goc cua no.- Tinh khong on dinh: Chat lugng djch vu thuang khong dugc xac djnh, vi no phu thugcvao nguoi thuc hien djch vu, thai gian va dja diem thuc hien djch vu do. Viec bien tap ciiamot bien tap vien ky cuu thuc hien se c6 chat lugng cao hon nhieu so vai mot bien tap vienmai vao nghe. Va cac Ian bien tap cua bien tap vien ky cuu ciang se khac nhau tuy theo tinhtrang sue khoe va trang thai tinh than cua nguai do liic tien hanh bien tap.- Tinh khong Iwu giit dwac: Nha xuat ban, c6 nhijng thai diem rat dong khach (trong ngay,trong tuan, trong thang) thi NXB cung ling djch vu phai c6 nhieu nhan vien bien tap. cheban, thiet ke do hoa va may moc thiet bj nhieu ban gap bgi de tang cuong, dam bao phuc vu
    • cho khach hang. Nhung neu vang khach thi bg may NXB van phai boat dong, va van phaichi phi nhu tra luang cho nhan vien, thue dja diem... De khac phuc dieu nay, NXB phaidung cac bien phap thue cac nhan vien theo mioa vu, theo quy, thang, tuan... ap dung chinhsach cgng tac vienb- Khach hang, phan loai khach hang* Khai niem khach hangTruac khi tim hieu djch vu khach hang ta can xem khach hang la ai? Hg cho ta nhilng gi? Detir do C chinh sach DVKH thich hgp cho timg loai khach hang. Nhieu nguoi van nghT mot Oeach don thuan rang khach bang la nhung nguoi mua hang hoa, va chi c6 doanh nghiep sanxuat kinh doanh thi moi thuc sir c6 khach hang. Tuy nhien, thuc te lai khong phai nhu vay,khach hang khong nhat thiet la nguoi mua hang ciia doanh nghiep. ma hg c6 the la nha dautu, CO quan quan ly..., va ngay ca nguoi dang lam viec trong doanh nghiep cua ban. Theo nha kinh te Howard Senter thugc du an NEBS Management, khai niem ve khach hangnhu sau.* "Khdch hdng Id nhirng nguai md chung ta cdn phai phuc vu hg, du hg id ai, Idnguai ngodi hay Id nhdn vien cua doanh nghiep vd du hg co tra tien cho viec mua sanpham/dich vu cua chung ta hay khong ".Khai niem thong thuong: Khdch hdng Id nhung nguai co nhu cdu vd lua chgn. su dung sanphdm/dich vu cua nha cung cdp, hg Id nguai dua ra yeu cdu vd co kha nang chi tra cho sanphdm/dich vu cua nhd cung cdp.Nhu vay, doi tugng khach hang ciia doanh nghiep khong chi bo ggn 6 nhirng nguai dang sirdung san pham/djch vu do doanh nghiep cung cap ma con dugc ma rgng ban den doi tugngdang dugc doanh nghiep phuc vu. 8
    • Su thay doi nhanh chong tren thj truang da bugc cac cong ty kinh doanh phai lay khach hanglam trgng tam cho mgi boat dong ciia minh. Khi san pham/djch vu ciia cong ty hoac doanhnghiep khong khac nhieu so vai san pham/djch vu tuong tu ciia cac doi thii canh tranh, thi sukhac biet chi nam a chien luge xay dung quan he voi khach hang.* Phan loai khach hangTai sao lai phai phan loai khach bang? Bai vi djch vu khach hang tac dong len moi loaikhach hang deu khac nhau ca ve ngi dung Ian hinh thirc. Dang liec. phan Ian doanh nhanchua trang bj cho minh kien thirc nay. Va hg pham phai sai lam ngay tir giai doan len kehoach kinh doanh. khi xac djnh nhirng nhiem vu phat trien chinh va lira chgn cac phuongtien de dal dugc muc dich de ra.Rat nhieu cong ty khong the hieu dugc tai sao vai mot ke hoach bap dan, nhung hg khonglam sao thu hiit dugc su chu y ciia nhirng khach hang tiem nang. giir khach hang sir dung sanpham/dich vu ciia minh lau dai, de cuoi ciing bien hg thanh nhirng khach hang trung thanh.Co nhieu each phan loai, sau day la mot so each:+ Theo quan diem cua quan ly chat luang toan dien: De nam bat dugc nhu cau ciia khachhang, doanh nghiep phai biet dugc khach hang ciia minh la ai. Thong thuong, doanh nghiepchi giai ban khai niem khach hang" la nhiong nguoi lam an ben ngoai vai minh. Thuc te.moi mot nhan vien lam viec trong mot cong ty deu la khach hang" ciia cong ty, khong phanbiet do la nguai tieu dung san pham, hay khong, don gian la nguoi co nhu cau va lua chgn.sir dung san pham/djch vu cua nha cung cap, hg la nguai dua ra yeu cau va co kha nang chitra cho san pham/djch vu cua nha cung cap. 9
    • Nhu vay, khach hang bao gom khach hang ben ngoai va khach hang ben trong (ngi bg) ciiacong ty. Khai niem nay dang dugc tap trung nghien cim de tim ra giai phap trong viec dapung nhu cau ciia timg doi tugng khach hang.- Khdch hdng ben trong la toan bg mgi thanh vien, mgi bg phan trong doanh nghiep co tieudung cac san pham/djch vu cung cap ngi bg doanh nghiep, hg la nguai ma ta phai phuc vu,hg chinh la "khach hang" ciia doanh nghiep, va cac nhan vien ciing chinh la khach hang ciianhau. Ve phia doanh nghiep, phai dap ung dugc nhu cau ciia nhan vien, co nhung chinh sachnham phat buy long trung thanh ciia nhan vien. Ben canh do, giioa cac nhan vien ciang can cosir quan tam, giup da Ian nhau trong cong viec.- Khdch hdng ben ngodi Id toan bg nhirng to chirc, ca nhan co doi hoi true tiep ve chat lugngsan pham/djch vu ma doanh nghiep phai dap ung. Hg la nhiing doi tugng co the mua hoackhong mua san pham/djch vu ciia doanh nghiep nhu nhiong ca quan quan ly nha nuoc hoaccac to chuc xa bgi. Day la nhung nguai thuc hien cac giao djch vai doanh nghiep qua nhieuhinh thirc: gap go true tiep, giao dich qua dien thoai hay giao djch true tuyen. Day chinh laeach hieu truyen thong ve khach bang, khong co nhiong kbacb hang nay, doanh nghiepkhong the ton tai.Bang each ma rgng khai niem ve khach hang ciong nhu djch vu khach hang, doanh nghiep seC the tao ra mot djch vu hoan bao ban, bai chi khi nao doanh nghiep co su quan tam toi Onhan vien, xay dung dugc long trung thanh ciia nhan vien, dong thai, cac nhan vien trongdoanh nghiep co kha nang lam viec vai nhau, quan tam dap img nhu cau va lam hai longdong nghiep, thi hg mai co dugc tinh than lam viec tot nhat, mai co the phuc vu cac kliachhang ben ngoai cua cong ty mot each hieu qua, thong nhat.+ Mot each phan loai khac: Khach bang hien dai co the chia thanh nam loai: 10
    • Khdch hdng tiem nang ~ nhung nguai co the se quan tam den san pham/djch vu cua ban;nguai den tham - nhirng nguai da co it nhat mot Ian ghe qua cong ty/cira hang ciia ban;nguai mua hdng - nhiong nguai da timg mua san pham/djch vu ciia ban; khdch hdng thuangxuyen - nhung nguoi mua deu dan san pham/djch vu cua ban; khdch hdng trung thdnh -nhiong nguoi khong nbiing chi mua deu dan san pham/djch vu ma con ke voi tat ca nhungnguai xung quanh rang cong ty cua ban that tuyet vai.+ Mot each phan loai nira cdn cit vao tam quan trgng ciia khdch hdng vai doanh nghiep,khach hang dugc chia thanh bai nhom theo nguyen ly Pareto. Nhom khach hang co y nghTa songcon doi vai doanh nghiep thuang chiem so ft duoi 20% ve so lugng so voi tong so khach hangciia doanh nghiep nhung tieu thu tren 80% san pham doanh nghiep san xuat ra. Nhom khachhang so dong co Igi cho doanh nghiep chiem tren 80% trong tong so khach hang nhung chi tieuthu duoi 20% san pham do doanh nghiep san xuat ra. Viec phan loai nay co y nghia rat Ion denviec thiet lap chinh sach va chien luge chat lugng san pham ciia doanh nghiep.+ Cdn cit vao muc dich su dung san pham nguai ta lai chia khach hang thanh ba nhom:Nhom thir nhdt gom nhirng nguai mua san pham de che bien tiep. Nhom thir hai la nhungnguai mua san pham de ban va nhom thu ba la nhung nguai mua san pham ve tieu dimg.Viec phan loai khach hang theo each nay co y nghia rat quan trgng trong xac djnh nhung doihoi cua hg khi mua san pham ciia doanh nghiep, nha do co dieu kien tap trung thao luannhung van de quan trgng nhat doi vai khach hang.Ngoai ra, con nhom kbacb hang khong tieu diing san pham nhung doanh nghiep lai phai dapung dugc day dii nhirng doi hoi do hg dat ra nhu cac co quan quan ly nha nuac ve chatlugng, cong chung. Sir luu hanh san pham tren thj truong phu thugc rat Ian vao kha nang ciiadoanh nghiep dap img nhung doi hoi ciia nhom khach hang nay dat ra. Vi vay, khi thiet ke 11
    • san pham, cac doanh nghiep luon luon phai chu y tai viec tuan thu cac tieu chuan ciia nhomkhach hang nay.c- Djch vu khach hang* Khai niem ve dich vu khach hangThe ky XXI la the ky ciia djch vu. Neu san pham tot ma khong co nhiong djch vu phu hgpkem theo, no se mat di nhiong gia tri dich thuc ma san pham do dem lai. Neu san pham kemma djch vu tot, ban chi lay dugc long khach hang 1 Ian. De thanh cong, hai yeu to san phamva djch vu phai di song song vai nhau, biet hgp tac chat che de tuong trg cho nhau, mang laicho nguai tieu diing cai hg khao khat nhat. Nen nha, kbacb hang la nguoi giiip ban ton tai.Hg biet each den on va mong dugc sir tra nghia xirng dang. Dimg de cac thuong de kho tinhphat long, bai le mot khi hg da ra di thi se khong quay tra lai.Quan niem ve djch vu khach hang ciia moi doanh nghiep la khong giong nhau, va se phananh moi quan he cua mot doanh nghiep vai khach bang. Neu cbi nghT djch vu khach hangdon thuan la viec cung cap nhiong gi khach hang yeu cau, chac chan chu doanh nghiep segap phai nhung kho khan trong viec lam hai long nhirng kbacb hang kho tinh. Tuy nhien,neu C each hieu rgng ban ve y nghTa cua djch vu khach bang, la viec tao cho khach hang su Ohai long, dap ung nbiing nhu cau kho nam bat hon, dong thai xay dung mot "djch vu khachhang" ngay trong ngi bg cong ty thi chac chan doanh nghiep se co uu the hon doi thii cuaminh trong viec cung cap djch vu cham soc kbacb hang.Khi khach hang tiep xiic va lam viec vai cac nhan vien trong doanh nghiep, thuc chat hgdang C nhung danh gia nhat djnh hay dang cho diem chat lugng djch vu ciia doanh nghiep. Othe hien qua 6 diem ca ban sau:(1) Sir than thien cua nhan vien; 12
    • (2) Thau hieu, cam thong va luon lang nghe nhu cau ciia khach hang;(3) Nhan dugc su doi xir cong bang;(4) Dugc dat a vj tri trung tam trong boat dong kinh doanh ciia doanh nghiep;(5) Dugc cung cap thong tin ve san pham, chinh sach, thu tuc,...;(6) Co dugc nhieu chgn lira ve san pham hay cac hinh thirc phuc vu.Khach hang luon co nhirng yeu cau cao, va ngoai nhirng tieu chuan ca ban noi tren, dT nhienvan con rat nhieu tieu chuan khac nira tuy ITnh vuc boat dong ciia doanh nghiep va doi khinhu cau ciia khach hang ciong thay doi tuy theo so thich ciia timg ca nhan hay tham chi thaydoi theo thai gian.Trong kinli doanh, co it nhat hai yeu to luon quyet djnh so phan ciia cac cugc lam an la sanpham (chat lugng, so lugng) va gia ca (each tra, thai ban thanh toan). Nhung se la mot sailam C ban neu nguai ban cho rang yeu to duy nhat la khach hang chi can gia that re. Khach Ohang quen ngay cang doi hoi nhieu ban, ngoai chat lugng va gia thanh ciia san pham. mgidjch vu di kem vai no se quyet djnh sir song con ciia cong ty.Qua su nghien cuu tren, truac tien ta khang djnh rang djch vu khach hang la mot loai dichvu. Muc dich ciia viec cung cap djch vu la nang cao moi quan he tot vai kbacb hang, de banhang boa/ djch vu dugc nhieu hon, chir khong phai vi muc dich thu Igi nhuan tir dich vu.Qua C so ly luan da de cap tac gia co khai niem: Dich vu khdch hdng id mot logi djch vw, Omite dp phuc vu cua dich vu nay se nang cao moi quan he tot giita cong ty cua ban vaikhdch hdngj thong qua do, cong ty se dat dwac nhieu lai nhuan han qua viec cung cdphdng hod/dich vu cho khdch hdng. 13
    • Bdng 2.1- Mot so diem khac nhau gifra djch vu khach hang va dich vu truyen thong Djch vu khach hang Djch vu truyen thong- Giira khach hang va nha cung ung khong - Giira khach hang va nha cung img phaidam phan, thoa thuan truac khi tien hanh dam phan, thoa thuan truac khi tien hanhthuc hien djch vu. thuc hien djch vu.- Chi phi cho djch vu nha cung img ganh - Chi phi cho djch vu nha cung img cungchju. cap, nguai sir dung djch vu ganh chiu.- Lgi thu dugc tir dich vu la moi quan he - Lgi thu dugc tir djch vu la tiengiiia khach hang voi vai doanh nghiepcung img djch vu dugc nang cao hon. Gopphan ban dugc nhieu san pham/dich vu.- Chat lugng djch vu khach hang cung nhu - Chat lugng djch vu do la sir thoa man ciiachat lugng djch vu chung. Nhung chat khach hang bang hieu so giiaa chat lugnglugng djch vu khach hang con dugc danh mong dgi va chat lugng dat dugc. Neu chatgia bang moi quan he giiaa khach bang vai lugng mong dgi (A) thap ban chat lugngdoanh nghiep cung img dugc nang len a dat dugc (B) thi chat lugng tuyet hao; neumirc do nao. A cao ban B thi chat lugng khong bao dam; neu A bang B thi chat lugng bao dam.- Doi tugng khach hang ap dung djch vu la: - Doi tugng khach hang ap dung djch vu lakhach hang tiem nang, nguai den tham, nguai mua hang. Chi thuc bien trong quanguai mua hang, khach hang thuang trinh djch vu.xuyen, khach hang trung thanh. Thuc hienca truac, trong, sau khi khach hang muadjch vu. 14
    • * Tai sao cac doanh nghiep lai phai lam djch vu khach hangKhach hang dem lai sir song con cho cong ty. Cugc song cang hien dai, cung each buon bancang phat trien thi ho cang dugc tu do bon trong lira chgn. Ngugc lai, cac cong ty chi co mothuong di: Hieu thau dao ve cac thugng de ciia minh, lam moi thir de lay dugc long khach.Moi quan he, thai gian cgng tac va cac nguyen nhan gay do va cac cugc lam an luon lanhirng de lai dugc nhieu nha nghien cim thj truong va nguai ban hang quan lam.Nen nha rang neu doanh nghiep cua ban to ra lo la trong viec cham s6c kbacb hang thi doithu cua ban lai dang co nhiong chien djch rat hap dan de lay di khach hang ciia ban, va nhuvay nguy co danh mat khach hang la rat Ion.Thuc te cho thay, thong thuang nguai tieu diing tiep tuc mua hang hay sir dung djch vu ciiadoanh nghiep la do hg da co dugc moi quan he tot vai doanh nghiep do, bg dugc ban be hayto chuc khac gioi thieu. Vay khong co ly do gi de cac doanh nghiep bo ra mot ty le rat Iontrong chi phi marketing de thu hut cac khach hang mai trong khi cong viec cham soc khachhang cu, ciing co moi quan he vai cac khach hang lau nam con quan trgng hon. Chi phi bo rade C dugc khach hang mai la Ion hon nhieu so vai chi phi cho viec cham soc khach hang Ocii, trong khi khach hang lau nam lai thuong tieu dimg nhieu ban khoang 30% so voi cackhach hang mai, tire la dem lai nhieu lgi nhuan ban cho doanh nghiep.Nhu vay, co the thay, c6 dugc kbacb bang lau nam va long trung thanh ciia khach hang lamot thir thach khong nho ma mgi doanh nghiep, dii co quy mo Ian bay nho se phai doi mat.Vi vay, cac doanh nghiep can danh thoi gian va cong sire de "cham soc" cac moi quan he voikhach hang, dac biet la cac khach hang lau nam. Dii co trien khai cac chien djch marketing.mo dot khuyen mai hay bat ky mot chien djch nao khac trong boat dong kinh doanh. phailuon C nhiong uu tien, quan tam dac biet cho nhirng khach hang hien co ciia cong ty, nhu O 15
    • vay, doanh nghiep c6 the gia tang doanh thu va tan dung dugc hieu qua khoan dau tu da bora de c6 dugc kbacb bang.Cham s6c khach hang co the quyet dinh doanh thu ciia doanh nghiep. Viec lam thoa man vaho trg khach bang truoc va sau khi ban se thu hut nhijng khach hang mai den vai doanhnghiep ciia ban va thu hut hg quay lai Ian sau. Hay cung cap cho khach hang nhirng gi hgmuon va hg se quay lai vai thien y tot!That ra, ngay ca nhirng doanh nghiep Ion, tieng tam limg lay cung khong dam bao dugc lahg da chain soc khach hang chu dao, bai vi nhu cau va mong muon ciia khach hang thuangxuyen thay doi. Do do nhirng gi dugc xem la tot ngay horn nay co the se khong con lot theotieu chuan ciia ngay mai.* Cach thiic thuc hien djch vu khach hangCo nhieu each phan loai kbacb hang, moi mot loai khach hang thi lai co mot each tac dongthich hgp. Voi each phan lam 5 loai ta co each thuc hien djch vu khach hang nhu sau:+ Khdch hdng tiem nangNeu ban ma bao ra lap tuc dap vao mat hang loat quang cao. bat v6 tuyen tbi cir sau 15-20phut ciang lai xuat hien quang cao. Dai, bien quang cao. quang cao tren cac phuong tien giaothong cong cgng. nhirng la rai quang cao dugc phat den limg nha, limg phong ban lam viecIrong C quan, cho nao ciing thay nhung de nghj hap dan... Va dii co di den bat cir dau cung OC ai do de nghj ban mua mot san pham/djch vu nao do ciia hg. Vi mot le, tat ca chung ta deu Ola nhung khach hang tiem nang.Nhung khach hang tiem nang la nhom kho nam bat va man thuan nhat. Hg dac biet quantrgng trong bat cu mot ke hoach kinh doanh nao neu muon thanh cong. Va nhiem vu ciia bat 16
    • cir doanh nghiep nao cQng la lam djch vu khach hang nhu the nao de thu but dugc nbijngkhach hang nay cang nhieu cang tot.Nhirng kbacb hang tiem nang con chua biet den doanh nghiep, cung nhu san pham/djch vucua ban. Giong nhu phan dong nhirng nguai sang suot khac, hg deu nghi nga vao kha nangciia cong ty ban. Chi co mot each duy nhat de loi keo bg vao quy dao kinh doanh ciia ban lahay lam sao de hg tu cam thay co nhu cau dugc den vai chinh ban.Tat ca chung ta deu biet quang cao chinh la cong cu de dat dugc muc dich dich vu kbacbhang vai doi tugng khach hang nay. Vi du, bang ngay co mot so lugng Ion nguoi dgc bao vadieu keo theo la quang cao tren bao tra thanh phuong phap tot de giai thieu vai cac khachhang tiem nang ve san pham/djch vu ciia ban.Co rat nhieu sach ve de tai lam the nao de viet quang cao hieu qua. Nhung co cam giac rang,cac sach nay khong dugc dgc den cimg hoac chang ai dgc ca. De minh chirng cho dieu nay,ban C the thay hang loat nhirng thong bao quang cao hoac nhiong la roi giong nhau nhu Onhung gigt nuac, va so phan ciia chung thuong la di thang tir bom thu vao thiing rac.Truoc khi lat mot trang bao, nguai dgc bao gia ciing nhin vao ngi dung tren do khoang bongiay, va chi co mot phan muoi cac thong bao quang cao dugc dgc. Vi vay, til cua bai quangcao phai lam sao gay cho nguai xem bam muon dgc tiep ngi dung phia duoi, day la buacdau lien va quan trgng nhat. Tiep do, can phai dua bet thong tin quan trgng vao trong badong dau tien. 0 day, gia ca nhat thiet phai dugc noi den. Chin trong so muoi nguai dgc noirang, gia ca anh huong den quyet djnh cua hg co mua san pham/djch vu nao do khong. Neutrong thong bao quang cao co minh hga san pham/djch vu, thi so nguai dgc tang len ro ret.Mot chuyen gia hang dau ve quang cao cho biet: Neu quang cao cua ban khong dugc xaydung tren mot y tuong chii dao nao d6, thi no se bi chim Ian trong bong toi giong nhu con 17
    • thuyen di trong dem den". Phai co dieu gi d6 dac biet trong quang cao cua ban. Neu thongbao quang cao cua ban cang co nhieu diem thu vj bao nhieu, thi hang hoa ciia ban cang detieu thu bay nhieu.Ngoai quang cao tren bao, ban co the quang cao tren cac phuong tien thong tin dai chungkhac. Muc dich chinh ciia cac chuang trinh quang cao la bugc nliirng khach hang tiem nangtim den vai ban.+ Ngwai den thamNguai ghe den cira hang, cong ty ciia ban thong thuang deu co cai nhin day hoai nghi. Hg dabiet mot dieu gi do ve cong ty ban nhung chua quyet djnh mua san pham/djch vu ciia ban.Con ve phia ban ciing cbi co vai giay de tao ra an tugng vai nbiing nguoi nay.Theo ket qua cua mot cugc trung cau y kien vai mot so lugng dong dao nguai tham gia, choket qua: nbiing nguai den tham cira hang ciia ban quyet djnh co mua hay khong ngay trongtam den muoi giay dau tien. Bon trong so muoi nguoi danh gia kha nang ciia nguai banhang thong qua ve be ngoai ciia hg. Ket qua nay lat nhien co the lam cho ban ngac nhien,nhung y nghTa cua chung chi den khi ban chju kho suy nghT ky. Chinh trong nhiong giay daulien, nguoi den tham danh gia bau khong khi cua cua hang, thai do doi vai khach hang, eachsap dat trong cira hang va cac hinh anh quang cao. Neu nhan vien ban hang lich su. neutrong cira bang sach se, dep mat, neu san pham/djch vu dat yeu cau, gia ca hgp ly va dugcghi ro rang, thi nhieu kha nang nguai den tham se tra thanh khach hang. Con neu ban khongthoa man dugc nhung cai "neu" tren, tbi hg se bo di vTnh vien. Trong kinh doanh cung nhutrong cugc song ca nhan, co mot nguyen tac vang can phai ghi nha: "Khong ton tai co bgithir hai dk gay kn tugng". Do la each lam djch vu khach hang cho doi lugng khach hang nay.+ Ngwai mua hdng 18
    • Trong bat cir sir mua hang nao ciing chua dung bai nguyen nhan chinh: nguai mua cam thaythich thu voi san pham/djch vu hoac san pham/djch vu thoa man nhu c4u nao do cua nguaimua. Neu ban dap img dugc mot trong hai nhu c4u tren, tbi vu mua ban dugc thuc hien. Tugiay phut nay ban co them mot nguai mua hdng.Hay suy nghT ve san pham/djch vu ciia ban. Lieu chung co chira dung hai nguyen nhan danden hanh vi mua hang khong? Hay tim trong san pham/djch vu cua ban nhirng dac tinh cothe dap img yeu cau ciia nguoi mua.De dam bao cho viec tiep xuc voi kbacb hang hieu qua ban phai dao tao nhan vien ban bangciia minh. Chinh nhirng nguai nay, hang ngay, phai "chien dau" true tiep de dem lai thanhcong cho ban. Va guong mat cua hg la hinh anh ma khach hang se lien tuong khi nghT loicong ty ciia ban.Tao dieu kien de nguai mua noi len nbiing mong muon ciia minh ve san pham/djch vu cuaban la rat quan trgng. Nguai den cira hang, co the la rat la liing, nhung bau nhu khong baogia phe binh nhirng hanh vi phuc vu ciia cac nhan vien ban hang. It nhat la phan nua nhungnguai gap phai sir kho chju khi mua hang (ca ban le va ban buon) khong bao gia than phienvoi nguai khac ve dieu nay. Con nhung nguai quyet djnh khieu nai, thi hg lai den gap nhirngnhan vien khong co quyen ban thuc sir, nbiing nguai khong co kha nang thoa man nhirng doihoi ciia hg.Vi vay, khong co gi la ngac nhien, khi hang nam cac cong ty thuong danh luat mot lugngdang ke nhung nguai mua bang: nhirng nguai c6 thai do lieu cue doi vai san pham/djch vucua cong ty va hg quyet djnli bo sang mua bang a cira hang hoac hang khac. Nhirng nguoilanh dao cap cao ban, c6 khi khong biet hg da danh mat mgi lugng kbacb bang dang ke vakhong biet lai sao da xay ra chuyen nay. De tim dugc nguyen nhan va khac phuc hien lugng 19
    • tren doanh nghiep phai thuc hien cham s6c khach hang lien hanh theo 3 buoc can ban duoiday:- Buac 1: Kiem tra muc do thoa man ciia khdch hdng. Dieu truoc lien ban phai lam la kiem tra xem mirc do thoa man ciia khach hang ddi voidoanh nghiep nhu the nao. Cac cong cu giup cho ban kilm tra muc do thoa man ciia khachhang la gom: Phieu tham do y kien kliach hang, bgi nghj khach hang, s5 gop y, doanh s6 banhang...- Buac 2: Tim nguyen nhdn khiem khuyet. Sir khong thoa man cua khach bang thuang roi vao 3 yeu to sau day:(1) Yeu to san phdm: Co phai khach hang thuong phan nan vai doanh nghiep ve chat lugngsan pham, mau ma, bao bi, chimg loai hang hoa, gia ca, che do bao hanh, bau mai.(2) Yeu to thuan tien: Thuong rai vao nhirng van de nhu: phuong thirc giao nhan, thanh loan,dja diem giao dich, thai gian va sir linh boat.(3) Yeu to con nguai: Day chinh la van de ma nhieu khach bang phan nan ve thai do tiep xucciia nhan vien ban va ve cac ky nang ca nhan ciia nhan vien.Ba yeu to tren la cac yeu to tru col de thoa man khach hang, va dieu ma tat ca khach hangmong dgi khi mua san pham hoac djch vu cua doanh nghiep ban la chimg phai hoan loandang tin cay. Dieu nay co nghTa la yeu to san pham luon luon phai dugc dat len hang dau.tiep theo la yeu to con nguai. Tat ca nhiang nu cuoi than thien, loi chao mai Ijch sir hay sirthuan tien, linh boat deu khong the bii dap cho nhiong san pham khong dang tin cay haynhijng djch vu khong dat tieu chuan.Vay muon khach hang thoa man vai san pham, djch vu ciia minh, ban hay nhin lai xem doivai 3 yeu to tren, doanh nghiep ban da dap img nhu the nao, con khiem khuyet a nhirng 20
    • di§m nao de co bien phap cai ti^n ngay mot t6t ban va dl doanh nghiep ban luon luon vting chac tren con duong kinh doanh. - Buac 3: Xtc ly nguyen nhdn Sau khi biet dugc sir khong thoa man cua khach hang la a dau, cac ban phai tim each xu ly nhiang nguyen nhan do de cong viec cham soc khach hang ciia doanh nghiep minh ngay mgi tot hon. Cac nguyen nhan lap trung a 2 ITnh vuc: (1) Tinh nang ciia he thong: Doanh nghiep ban co mot he thong quan ly tot va co nhk quantrong muc tieu cham soc khach hang tir tren xuong duoi khong.(2) Ky nang cua nhdn vien: Cac nhan vien ciia ban c6 dugc dao tao de co mot thai do, hanhvi va nang lire phii hgp vai cong viec ciia hg hay khong. Cac ky nang ca nhan can co trongqua trinh tiep xtoe vai kbacb hang gom ky nang giao tiep qua dien thoai va ky nang xir lytrue dien cac tinh huong kho khan vai khach hang.+ Khdch hdng thwang xuyenKhach hang thuong xuyen la nhung nguai deu dan mua hang hoac sir dung dich vu cua ban.Day la nhirng nguai san sang mua bat cu nhijng san pham/djch vu nao ma ban dua ra. Hg lacai ong dung lien vang, la 20% khach bang mua 80% san pham/djch vu ciia bat cir cong tynao.Can phai hieu nhirng nguoi khach hang thuong xuyen. Can phai dem den cho hg dieu gi dodac biet. Nhirng nguoi nay phai chiem vj tri quan trgng trong ke hoach kinh doanh ciia ban.Thong thuong, hg thich dugc tiep xuc vai nhiong nguai dai dien cho cong ly ciia ban: nhirngnhan vien ban hang, dieu hanh, lanh dao va doi khi la vai dai dien cua cong ty.Hay nha: nhiong khach hang thuong xuyen la dieu tot nhat trong nhung dieu lot. Hg rat dechiu khi ban doi xu voi hg mot each dac biet, hg co the neu ra nhijng y kien mac dii rat nho 21
    • nhung lai rat gia trj ve san pham/djch vu cua ban ma tham chi ban chua h^ thoang nghT den.Phai tao ra co che de nhung y kien nay co the den tai nhijng nguoi lanh dao cap cao ciiacong ty. Mot trong nhung nguyen nhan chinh lam m4t cac khach hang thuang xuyen lakhong biet each the hien sir quan tam den timg ca nhan. Doi vai loai khach hang nay doanhnghiep phai thuong xuyen cham soc kbacb bang theo 3 buac nhu ciia loai khach hang la"nguoi mua hang".+ Khdch hdng trung thdnhKhach hang trung thanh la nhiang nguai dua ten luoi ciia ban den voi mgi nguoi. Hg ke veban vai mgi nguai quen va tham chi la ca khong quen. nhirng nguai quan tam den sanpham/djch vu ciia ban. Nhirng loi khen nggi qua mirc va mien phi nay hien nhien la dangquang cao hiho hieu nhat.Lai giai thieu ciia nhijng khach hang Ining thanh la nguon nang lugng doi dao ciia cong ly,nhung dang liec rat it khi dugc sir dung den. Chung ta lay vi dii ve mot quang cao tren li vi.Nhung nguai dang kinh hoac noi tieng giai thieu ve mot loai san pham/djch vu nao day,hoac dam dong dong thanh khen nggi mot loai bgt giai hoac bang ve sinh. Cac nhan vien khituyen dung mot nguoi vao lam viec thuang de nghj mot hire thu giai thieu. Vay lai sao irongcac cira hang nho den cac sieu thj Ion khong bao gia nhin thay lai gioi thieu san pham/djchvu ciia nhung khach bang trung thanh. Ban nen suy nghT nghiem luc ve dieu nay.Lam the nao de giij dugc nhung khach hang trung thanh. Can phai lam cho rieng hg motdieu gi do that dac biet. 0 phuong Tay, cac cong ty thuong thanb lap nhiang cau lac bg chonhung thanh vien nay va hg thuong xuyen dugc huong nhiong im dai ciia cong ty va phaithuong xuyen cham soc khach hang theo 3 buac nhu ciia loai khach hang la "nguai muahang". 22
    • d- Chat lirong va chat lu-ong dich vu* Chat ItfongThuat ngu nay dugc n6i den rat nhieu, the nhung no mang nhieu y nghTa khac nhau tiiythugc vao boi canh. Co nhung khai niem mang linh truyen tbdng va ciing co khai niem mangtinh chien luge. Nguoi ta phan biet 5 each tiep can ddi voi chat lugng nhu sau:(1) Quan diem chdt lug-ng sieu viet (transedent view of quality) - dung dk chi nhiang tieuchuan cao nhat, sir tuyet hao bam sinh va nhung thanh tuu Ion. Nguai la thuong diing khainiem nay de danh gia cong viec bieu dien ciia nguai nghe sy. Nhiang khai niem nay it co giatrj thuc lien.(2) Quan diem chdt luang dinh huang .san phdm (product-based approach) - dua vao nhungdac diem hoac tinh chat chinh xac va co the do luang dugc trong mot san pham. Sir khac bietve chat lugng la su khac biet ve so lugng dac tinh va cac thong so gia trj ciia nhijng dac tinhay. Quan diem nay hoan toan kbacb quan, no khong linh den su khac biet ve thj hieu. sothich ca nhan va nhu cau nguai tieu dimg. Vi du: dien thoai - co them mot so chirc nang nhubg phan hien so vira ggi, man binh, loa,... hoac co kieu dang cau ky hon. hoac nho ggnhon,... tbi dugc coi la chat lugng cao ban.(3) Quan diem dinh huang chdt luang theo nguai sir dung (user-based definition) - chatlugng nam trong con mat nguoi sir dung; hg dong nghTa chat lugng vai sir thoa man caonhat. Day la each nhin nhan mang linh chii quan va the hien xu the cua nhu cau de nhan bietsir khac biet trong sa thich va thj hieu ciia timg nhom kbacb bang.(4) Quan diem dinh huang chdt luang theo sdn xudt (manufacturing-based approach) - Idquan diim dinh huang tir nhd cung irng, va no quan lam chii yeu den viec tuan thii dung theonhirng yeu c4u, tieu chuan, quy each da dugc xac djnh truac. Quan diem nay mang nang tinh 23
    • ky thuat va quy trinh san xuat, va thuong dugc dat ra voi muc tieu tang nang suat lao dong vagiam chi phi.(5) Quan diem dinh huang chdt lugng theo gid tri (value-bassed) - djnh nghTa chat lugngtrong khuon kho tuong quan giira gia tri va gia ca. 0 day the bien su danh doi giira gia vachat lugng. Chat lugng cao tbi gia se cao va ngugc lai. Khai niem nay tap trung vao vieccung cap mot san pham hoac dich vu cho khach bang vai nliirng dac linh cu the va voi mircchi phi C the chap nhan dugc. O* Chat lircmg dich vu - Djch vu khach hangTieu chuan ISO8002 coi chat lugng dich vu la "Tap hgp cac dac linh cua mot doi tugng. taocho doi tugng do kha nang thoa man nhung yeu cau da neu ra hoac tiem an".Ciong C the hieu chat lugng djch vu do la sir thoa man ciia kbacb bang bang hieu so giira Ochat lugng mong dgi va chat lugng dat dugc. Neu chat lugng mong dgi (A) thap hon chatlugng dat dugc (B) tbi chat lugng tuyet hao; neu A cao ban B thi chat lugng khong bao dam;neu A bang B tbi chat lugng bao dam. Chat lugng djch vu khach hang con dugc danh giabang moi quan he giiia khach hang vai doanh nghiep cung img dugc nang len a mirc do nao.Ky vgng (mong dgi) cua khach bang dugc tao nen tir 4 nguon: (1) Thong tin truyen mieng;(2) Nhu cau ca nhan; (3) Kinh nghiem trai qua; (4) Quang cao. khuecb truang.Trong 4 nguon do, chi co nguon thir 4 la nam trong tam kiem soat cua doanh nghiep.0 phAn tren, chung ta da xem xet khach hang mong muon va cam nhan ve chat lugng djchvu nhu lb6 nao. Vay, doanh nghiep can lam nhiong gi de can bang dugc giija dieu khachhang mong mu6n va loi chao hang ciia cong ty? Mo hinh SERVQUAL se giiip chung ta hieuva lip dh/ dugc cac chenh lech co the nay sinh giiaa hai khia canh nay. Do chinh la chienluge cua cong ty djch vu nh^m dap img day dii ky vgng ciia nguoi tieu dung. 24
    • e- Cac xu hu-ong tren thj trircmg hien nay ve chat lirong DVKHYeu to dau tien va ca ban nhat de phan biet cac cong ty djch vu la chii lugng djch vu khachhang. Gia ca ciong la thanh phan quan trgng nhung no khong co tinh quyet djnh dgc nhat,con cong nghe co the tao nen uu the trong mot giai doan nhat djnh, the nhung sam muon gidoi thii canh tranh cung duoi kjp. Chang ban, hai bang hang khong cimg bay bang loai maybay Boeing 747 va ve ciing mot mirc gia; hoac hai tiem sira chua xe may ciing sir dung cacbg phan va phu tiing ciia Honda; hai ngan hang ciing co mot mirc lai suat; hai nha xuat banC mirc le phi xuat ban nhu nhau. Nhu vay, phai chang chat lugng dich vu la yeu to duy nhat Ode tao sir khac biet? Co the ket luan rang, lien tuc nang cao chat lugng djch vu la xu huongchii dao tren thj truong hien nay?Djch vu khach hang ngay cang co tam quan trgng do nhung nguyen nhan sau chi phoi:- Su thay doi mire do trong dai cua ngirai tieu diing. 0 bau het cac thj truong trong nhijngnam gan day, kbacb bang ngay cang tra nen phuc tap va tinh vi hon trong nhirng doi hoi ciiaho va mirc do nhu cau djch vu se ngay cang cao ban.- Tam quan trgng ngay cang tang cua dich vu doi vai nguai tieu dung. Vai sir thay doi nay,doi thii canh tranh thuang xuyen xem dich vu khach hang nhu mot vu khi canh tranh trongcac thugc tinb canh tranh ciia san pham, djch vu sau khi tieu thu.- Phuc vu cho nhu cdu cua chien lirac marketing quan he. Chat lugng dich vu se dam baolam tang gia tri nham djnh vj san pham djch vu tai nguai tieu dimg mot each c6 he thong,tao dung nhirng moi quan be giira con nguai vai nhau chat che ban, chir khong chi donthuan la quan he trao doi, mua ban. Dieu nay se dem lai nhieu lgi ich cho ca hai ben - cakhach hang va ca nguai cung img djch vu. 25
    • - Pham vi rgng Ian cua dich vu khdch hdng. Nhu da de cap o tren, ITnh vuc djch vu ngaycang chiem ty le quan trgng trong toan bg nen kinh te quoc dan. Cugc song cang phat trienthi con nguai cang doi hoi nhieu loai hinh djch vu, va doi hoi ve chat lugng dich vu ngaycang cao. Djch vu khong chi co nhijng dong gop to Ian ve thu nhap quoc dan, ma con giaiquyet dugc rat nhieu cong an viec lam, nhiong van de xa hoi.2.1.2- He thong sang tao - cung irng djch vu ServuctionKy vgng ciia khach hang dugc hinh thanh tir 4 nguon: (1) thong tin truyen mieng; (2) kinhnghiem da trai qua; (3) nhu cau ca nhan; (4) cac boat dong quang cao, marketing ciia congty. Va ta cung da phan tich thay la cong ty co anh huong kha ban che trong viec hinh thanhnhung ky vgng ciia khach (nguon thir 4). Ben canh do, cong ty hoan toan co the kiem soatdugc nhijng nguon lire ciia minh de san xuat ra diing djch vu dap irng theo chinh xac mongmuon cua khach hang, tai thai gian va dja diem ma hg can, vai mot mirc gia hgp vai thunhap ciia hg. Do chinh la cong viec thiet ke va kiem soat he thong sang tao va cung irng djchvu.a- He thong sang tao - cung ling djch vu* Khai niemBat ky mot to chuc djch vu nao ciing deu hinh thanh mot he thong sang tao va cung img djchvu ciia minh. Kbong co no thi khong the co djch vu. No lien quan chat che voi sir thiet kedjch vu, chat lugng va mirc do djch vu cung img cho khach hang.Do vay: He thong sdng tgo vd cung irng dich vu bao gom cdc yeu to vat chdt vd con ngm/i,dugc to chuc chat che theo mot he thong phoi hgp nhdt dinh (cong ty - khdch hdng), thuchien qud trinh sdng tgo vd cung ung dich vu mot cdch toi uu.He thong co mot so dac trung nhu: 26
    • - He thong bao gom cac yeu to vat chat co the xac dinh dugc;- Cac yeu to co moi quan he hiha co vai nhau;- He thong bao ham ca qua trinh boat dong co dinh huong, su van dong cua qua trinh de dattoi mot su can bang nhat djnh.b- Cac yeu to quyet dinh chat lirong cua he thong Hinh 2.2- He thong sang tao - cung irng djch vu theo mo hinh Servuction Co so vat chat To chuc ngi Nhan vien bo tiep xuc Khong nhin Nhin thay moi thay truang vat chat Hinh 2.3- He thong sang tao - cung ung dich vu (mo hinh Servuction mo* rong) Giai phap ky thuat Bi quyet Cai gi nghe 1 CHATLUONG | van phong nghiep I KY THUAT J giao tiep T6 ChLPC He thong may tinh va noi may cong cu trp lire Dich Khach bp vu ^ hang - Tac phong Ung xtr Giao dicn^ san sang vai khach f CHATLUONG |_ phuc vu ^ hang CH L/C NANG / Quan he Nh Kha nang tiep can noi bp Hinh thirc ben ngoai 27
    • * To chirc noi bo: Bg may to chuc cua doanh nghiep giu vai tro quan trgng trong viec cungung djch vu, Cac yeu to vat chat va moi truong vat chat la nhiong bg phan co the nhin thaydugc, song su to chuc va ca che boat dong trong doanh nghiep lai khong nhin thay dugc.The nhung, nhirng gi dien ra trong ngi bg to chuc cua doanh nghiep djch vu lai co tinh quyetdjnh den qua trinh sang tao va cung ung djch vu ciia ca he thong, tac dong true tiep tai co savat chat va dgi ngu cung ung djch vu.To chuc ngi bg dugc quyet djnh boi bg phan dau nao cua cong ty, do la dgi ngii can bg lanhdao va nhung nhan vien quan ly cao cap, bao gom nhung nguai a ban giam doc, cgng tacvien, chuyen vien va nhan vien cao cap, khong true tiep tiep xuc vai khach hang song deuthugc dgi ngu cung ung djch vu, tren ca sa sir dung phoi hgp nhirng cong cu chirc nang nhutai chinh, cong nghe, lao dong va marketing.Quan trgng nhat cua he thong gom co 2 bg phan chat lugng: bg phan chdt lugng mang tinhl^ thuat vd bg phan chdt luang mang tinh chirc nang. Tuong tac giira khach hang va cong tydjch vu, voi nhan vien tiep xuc, vai cac thiet bj vat chat, va vai cac khach hang khac trongqua trinh giao nhan dich vu giua nguai ban - nguai mua moi la nhiong yeu to quyet djnh mucdo hai long ciia khach hang.* Co* so* vat chat (Chat lirong ky thuat): Ca sa vat chat can thiet cho viec san xuat dich vuma ca nhan vien tiep xuc (nguai cung ung) va nguoi tieu dimg (khach hang) sir dung. Do la,cac trang thilt bi can thiet nhu may moc, dung cu, ban ghe, nha quay... Chat lugng mangtinh ch4t ky thuat dugc tao nen tir co so vat chat, the hien phan djch vu dugc giao nhan titcai gi, nhu: Giai phap ky thuat; bi quyet nghe nghiep; van phong giao tiep; he thong maymoc thiet bi... 28
    • * Nhan vien tiep xuc (Chat lirong chirc nang): Bao gom toan bg dgi ngio can bg, nhan vientrong doanh nghiep djch vu. d day co the chia lam 2 nhom: nhiong nhan vien tiep xiic vanhung nhan vien tiep xuc cap duoi, ca hai loai nhan vien nay deu la nhirng nguoi tiep xuctrue tiep voi khach hang, la nhiong thanh vien boat dong a phan ngoai vi cua mot to chucdjch vu, la cac cau noi giira doanh nghiep vai khach hang.Nhan vien tiep xuc la nhijng nhan vien true tiep thuc hien cung ung dich vu cho kbacb bang.Trong qua trinh cung ung djch vu hg phai tiep xuc voi khach hang, thuc hien cac giao ti^p canhan theo cac quy trinh dich vu dugc thiet ke truac hoac theo yeu cau dac biet cua khachhang.Cac nhan vien djch vu cap duoi la nhung nhan vien khong cung ung djch vu chinh chokhach hang. Hg thuc hien nhirng cong viec phu trg cho boat dong dich vu chinh. Do lanhung nguoi bao ve, lai xe, trong giij xe, nhan vien ve sinh, nhan vien hanh chinh...Chat lugng mang tinh chat chuc nang the hien nhung tinh chat rat dac trung cho san phamdjch vu, no chu yeu mang tinh tuong tac giira nguoi voi nguoi, the hien phan dich vu dugcgiao nhan **nhw the nao** toi khach hang. Chiing gom c6 nhiong yeu to: Kha nang tiep can;hinh thuc ben ngoai cua nhan vien tiep xuc; tac phong cQng nhu each ung xir cua hg; cimgvoi thai do sSn sang phuc vu; cac moi quan he trong ngi bg ciong nhu nhung tiep xuc voikhach hang khac.Hinh anh ciia doanh nghiep la ket qua cua viec khach hanh danh gia nhu the nao ve ca hai bgphan chdt lugng ky thuat va chat lugng chuc nang. Khach hang co quay tro lai sir dung djchvu m nua hay khong la phu thugc vao nhiong cam nhan va danh gia cua hg. 29
    • * Khach hang: Khach hang chinh la nguoi tiep can, nguoi tieu dung dich vu. Do dac diemcua dich vu la khong hien huu, qua trinh tieu diing dich vu dong thoi voi qua trinh sang taova cung ung dich vu, nen khach hang la mot yeu to ciia be thong.Khong C khach hang se khong co djch vu. Khach hang true tiep tieu diing djch vu ciia nhan Ovien cung ung. Chat lugng djch vu cao hay thap khong chi do ban chat cua djch vu do quydjnh ma con do ky nang cua nguoi cung ung ciing nhu kha nang cam nhan djch vu cuanguoi tieu diing. Khach hang co the co nhiong thong tin phan hoi de nguai cung ung tao radjch vu C chat lugng hon, va ngugc lai cong ty cung co the tac dong den khach hang de Otang kha nang cam thu dich vu cua hg. Moi quan he giua khach bang vai nhau ciing tac dongden ket qua djch vu.* Dich vu: Djch vu la muc tieu cua he thong va cung la ket qua cua he thong. Djch vu c6 thedugc thilt k%, phac thao, quy dinh theo quy trinh nhat dinh tir truoc do. Sir tac dong qua laigiiaa cac ylu t6 trong he thong, nhu co so vat chat, nhan vien tiep xuc, khach bang ciing voinghe thuat to chuc va quan ly cong ty se tao ra djch vu cuoi ciing co chat lugng nham thoaman cao nhat nhu cau ciia khach hang.2.L3- Cac yeu id xac djnh chat lirong theo quan diem khach hang* Miroi yeu to xac dinh chat lirong theo quan diem khach hang:So voi vat chdt biru hinh tbi chdt lugng dich vu kho xac djnh, kho do luong, kho kiem soatva khu^ch truong hon nhi^u. Thi nhung trong nganh djch vu tbi chat lugng lai la diem toiquan trgng trong viec tao nen su thanh bai ciia cong ty, la chia khoa tao ra lgi the canh tranhdai han dk phan biet cac nha cung ung dich vu voi nhau.Cho dii chdt lugng djch vu kho xac dinh va do luong the nao di chang nua, thi cac cdp quanly can luu y ring: chdt luang dugc xdc dinh bai khdch hdng, chu khong phai bai nguai cung 30
    • img - nguai ban. Dieu dang de y 6 day la khach bang danh gia nhu the nao h djch vu. NIUnhu nguai thg lam ddu co the rdt thich thu voi kieu toe cdu ky ma bg vira moi sang tao,nhung khach hang lai tbdy kieu ddu moi cua minh trong rat dj dang, nhu the la djch vu cochat lugng toi. Neu chat lugng djch vu ma khong phii hgp voi dung nhirng gi ma khach hangmong muon (ky vgng) thi se co ket qua la khach hang hien tai bo di, va cung se kho thu hutdugc khach hang moi.Tir nhung ket qua nghien cuu sau rgng ve hanh vi va danh gia cua khach hang, cac hgc gianguoi My, ong Zeitham V.A., Parasuraman A. va Leonard L.B. da dua ra nen tang vtingchac de tim hieu cac dac tinh chdt lugng dich vu. Duoi day la 10 yeu to quyet djnh chdtlugng djch vu theo quan diem khach hang:(1) Do tin cay (reliablity): Sir nhdt quan trong van hanh va dang tin cay; thuc hien dung chucnang ngay tir dau; thuc hien dung nhiong loi hua hen; chinh xac.(2) Tinh thdn trdeh nhiem (responsiveness): Su sot sang hoac san sang cung cdp djch vu ciianhan vien; dung luc, kjp thoi.(3) Nang luc (competence): Co cac ky nang va kien thuc cdn thiet de thuc hien cong viecdich vu.(4) Tiip can dugc (access): Co the va de dang den gan; thai gian cho dgi; gio mo cira lam viec.(5) Tdc phong (courtesy): Su lich thiep, ton trgng, quan tdm va than thien ciia nhdn vienphuc vu.(6) Giao tiip (communication): Thong tin voi khach hang bang ngon ngu tir cua hg; langnghe y ki6n khach hang; dieu chinh each giao tiep ddi voi nhirng nhom khach hang khacnhau va co nhu cdu khac nhau; giai thich vh ban than qua trinh djch vu; chi phi hk bao nhieu 31
    • va no giup giai thich ve ban than qua trinh dich vu; chi phi bet bao nhieu va no giiop giaiquyet dugc nhirng vdn de gi.(7) Su tin nhiem (credibility): Trung thirc, dang tin cay; uy tin cua cong ty; tu each ca nhdncua nguoi phuc vu.(8) Tinh an todn (security): Khong co nguy hiem, noi ro hoac ngo vuc; an toan vh vat chdt;an toan ve tai chinh; giu bi mat cua khach bang.(9) Thau hieu khdch hdng (understanding the customers): No lire tim hieu nhu cdu cuakhach; ghi nho nhiong yeu cau cu the ciia timg nguoi; tao ra sir chu y tod timg ca nhdn; nhdnbiet cac khach hang thuong xuyen va trung thanh cua cong ty.(10) Tinh hitu hinh (tangibles): Chung cu vat chdt cua dich vu; cac phuong tien, thiet bjphuc vu; hinh thuc ben ngoai cua nhdn vien; dung cu tien hanh dich vu; bieu tugng vat chatcua dich vu, vi du nhu: the tin dung hay tai khoan trong ngan hang.* Nam tieu thirc "RATER" xac djnh chat lucmg theo quan diem khach hang:Cac tac gia noi tren da "chung cdt" danh sach 10 yeu to cua minh, va phat trien thanh motsan pham tu nhien gom nam tieu thirc khai quat hon. Hg ggi tap hgp nay la "serqual"(service quality = chdt lugng djch vu), nhung de de ghi nho nguoi ta dimg tir viet tat cac chijcai ddu la "RATER. Mot so cong ty cho rang danh sach 10 yen to la hoi roi ram va co pbdntrung lap, nhung mot so khac lai ly luan la nhung chi tiet cot yeu c6 the bi bo qua neu giamxu6ng thanh tap hgp 5 tieu thuc. Duoi day ke ten 5 tieu thirc nay, va ban co the tuy chgntheo so thich:(1) Do tin cay (Reliability): Kha nang thuc hien djch vu da hua hen mot each dang tin cay vachinh xac. 32
    • (2) Su ddm bao (Assurance): Kiln thuc va tac phong cua nhan vien phuc vu, ciong nhu khanang gay dung long tin va su tin nhiem cua hg.(3) Tinh hitu hinh (Tangibles): Dieu kien vat chdt, thik bi, va hinh thuc ben ngoai ciia nhanvien phuc vu.(4) Su thdu cam (Empathy): Quan tdm, luu y ca nhan doi voi timg khach hang.(5) Trdeh nhiem (Responsiveness): San long giiop do khach hang va cung cdp djch vumau le.2.2- Quan trj chat lirong DVKH- Cach tiep can theo qua trinh2.2.1- Chirc nang hoach djnh chat lirong DVKH* Chirc nang hoach djnh chat lirong la:- Nghien cuu thj truang de xac dinh yeu cdu cua khach bang ve san phdm/dich vu, tir do xacdinh cac yeu cau ve chdt lugng, cac thong so ky thuat cua san pham/dich vu va thiet ke sanpham/djch vu.- Xac dinh muc tieu chat lugng san phdm can dat dugc, chinh sach chat lugng cua doanhnghiep.- Chuy§n giao cac ket qua hoach dinh chdt lugng cho cac bg phan tac nghiep.* Hoach dinh chat lirong co tac dung:- Djnh huong phat trien chdt lugng cho toan cong ty.- Tao dilu kien ndng cao hieu qua hon nua cac nguon lire va tiem nang trong dai ban gopphan lam giam chi phi cho chdt lugng.2.2.2- Chirc nang to chirc quan trj chat lu-ong dich vu khach hangTheo nghTa ddy du dk. lam tdt chuc nang nay can thuc hien cac nhiem vu chii yeu sau ddy:* To chirc he thong quan ly chat Itfong 33
    • Hien dang ton tai nhieu he thong quan ly chat lugng nhu TQM, ISO 9000, HACCP, GMP,Q-Base, giai thuong chdt lugng Viet Nam. Moi doanh nghiep phai lira chgn cho minh hethdng chat lugng phii hgp.* To chirc thyc hien16 chuc thuc hien bao gom viec tien hanh cac bien phap kinh tk, t6 chuc, ky thuat, chinh trj,tu tuong, hanh chinh nham thuc bien ke hoach da xac djnh. Nhiem vu nay bao g6m:- Lam cho nhung nguoi thuc hien ke hoach biet ro muc tieu, su cdn tbilt va ngi dung congviec minh phai lam.- To chirc chuong trinh dao tao va giao due can thiet doi voi nhung nguoi thuc hien kehoach.Dao tao de co mot dich vu khach hang chat lugng. Dii la mot tap doan Ion hay mot doanhnghiep nho, muon co mot djch vu khach hang chat lugng va mang dau dn rieng, chii doanhnghiep cdn chii trgng toi cong tac dao tao cho nhan vien. Diem mau chot trong moi chuongtrinh dao tao chinh la su de cao van boa doanh nghiep, van hoa phuc vu khach hang vanhung chudn muc giao tiep ma nhan vien can c6.Duoi ddy la 12 dac diem ve giao tiep ma chu doanh nghiep can ghi nho trong khi dao taonhan vien:(1) Moi khach hang can dugc doi xir, phuc vu mot each lich sir, dac biet va dugc uu tien.(2) Hay dk khach hang dugc phuc vu, ho trg ngay tir khi buoc chan vao cira bang hay bdt cumot dja diem giao djch nao.(3) Luon ton trgng khach hang du hg co the khong Ijcb su bay co each cu xir khien bankhong bai long. 34
    • (4) Khi khach hang dua ra nhilu yeu cau, hay thac mdc, hay dap lai va giup do khach hangmot each hieu qua va than thien nhdt.(5) Co gang suy doan nhu cau, ky vgng cua khach hang nlu co thi.(6) Khong nen de khach hang cho dgi lau, hay dl giao djch giua khach hang voi nhdn viendien ra trgn ven, hieu qua va nhanh chong.(7) Luon to ra chuyen nghiep va Ijch sir boi nhdn vien la hinh anh dai dien cho doanh nghiep.(8) Lang nghe, thau bieu va luon no lire dap ung nhu cdu cua kbacb hang.(9) Thuc hien nghiem tuc nhung cam ket, loi hua doi voi khach hang.(10) Luon to ra nhiet tinh, quan tam, giiop do khach bang.(11) Giai dap mgi thac mac cua khach hang.(12) Giai quyet phan nan cua khach hang voi thai do Ijch su, nha nhan.Neu dgi ngu nhan vien thuc hien tot nhirng tieu chudn tren trong qua trinh tiep xuc, phuc vukhach hang, du true tiep, qua dien thoai, thu viet tay hay email, nhirng lgi ich thu dugc chodoanh nghiep la rdt dang ke. Vi vay, viec trien khai, tao ra mot moi truong thdn thien, lich sutrong doanh nghiep, ma nhdn vien dong vai tro trung tam la rat quan trgng.Co the noi, doi dien, phuc vu kbacb bang la mot cong viec mang tinh thir thach cao boikhong de de lam hai long khach bang, dac biet khi hg c6 nhirng phan nan ve chdt lugng sanpham, thai ban giao hang khong dung,... Dieu quan trgng la nhan vien phai biet lang nghe,tim ra nguyen nhan khien khach hang khong hai long, dua ra huong giai quyet, hay chi it lahuong dan khach hang gap bg phan c6 trach nhiem de dugc giai quyet va ngoai ra, cdn thehien sir quan tdm bang boat dong theo doi nhu ggi dien hay giri email nham kiem chimg mircdo hai long cua kbacb bang. 35
    • DI C mot dich vu khach bang chdt lugng, doanh nghiep co thi ap dung hinh thuc dao tao Onhan vien theo timg nhom, theo do, moi phong ban se tu t6 chuc dao tao cho nhdn vien ciiaminh, tuy nhien cung co the tim den nhiong nha tu vdn hay t5 chuc dao tao chuyen nghiep,giiip doanh nghiep xay dung nhirng chuong trinh dao tao phu hgp cho timg bg phan.Muln thanh cong trong bdt cu ITnh vuc kinh doanh nao, chu doanh nghiep cdn ghi nho khduhieu "Khach hang luon luon dung", va dl khach hang quay tro lai, tro thanh khach hangtrung thanh, dao tao dich vu khach bang cho nhan vien chinh la phuong tien dl dat dugcmuc tieu.- Cung cdp nguon lire cdn thiet o mgi noi va mgi luc.2.2.3- Chirc nang kiem tra, kiem soatKiem tra, kiem soat chat lugng la qua trinh dieu khien, danh gia cac boat dong tac nghiepthong qua nhirng ky thuat, phuong tien, phuong phap va boat dong nham dam bao chdtlugng san phdm theo dung yeu cdu da dat ra. Nhimg nhiem vu chu yeu ciia kiem tra, kilmscat chdt lugng la:+ To chitc cdc hogt dong nham tgo ra sdn phdm co chdt Iwang nhu yeu cdu.+ Danh gid viec thwc hien chdt Iwang trong thwc te cua doanh nghiep.Lam the nao de danh gia mot djch vu khach bang? Co rat nhieu tieu chi de danh gia mot djchvu khach hang chat lugng, dii dung tren quan diem cua khach bang hay chu doanh nghiep.Nham cai thien chat lugng djch vu khach bang, doanh nghiep truoc tien can danh gia dungdan nang lire, hieu qua cong viec cua dgi ngii nhan vien hien tai, tir do co nhung dieu chinhphii hgp. Bay yeu to duoi ddy se phan nao giup doanh nghiep c6 phuong huong trong viecdanh gia va cai thien chdt lugng djch vu khach hang.- Nhdn vien co thdn thien? 36
    • Do thdn thien cua nhdn vien can dugc thuong xuyen kilm tra, tuy nhien chu doanh nghiepcdn khuyen khich nhdn vien co each phuc vu khach hang thuc su tu nhien va chan thanh.Truoc het, cdn xem xet lieu tinh each ciia nhan vien co phii hgp voi cong viec ma hg dangdam nhdn, hg co dem lai mot nu cuoi than thien khi chao don khach hang hay khong. Bencanh do, can chu y den phong each cua nhan vien khi tra loi khach hang qua dien thoai, haynhiJng loi nhdn xet ve thai do cua nhdn vien tir khach hang va cac ddng nghiep. N I U nhanvien cua ban thuong xuyen nhdn dugc nhung loi tan thuong, thu cam on,... tir khach hang,dieu do chung to ban dang so huu mot dgi ngii cham soc khach hang chdt lugng va dang tincay.- Nhdn vien co ki ndng giao tiep tot?Neu nhdn vien cua ban khong phai la nhirng nguoi co kT nang giao tiep tot, cdn mo lop daotao nham cai thien kha nang nay ciia nhdn vien. Ngoai ra, cung can xem den kha nang noi,dien dat dii chi bang ngon ngij me de, sau do la kha nang giao tiep bang ngoai ngir cua nhdnvien nham nang cao hieu qua trong giao dich voi khach hang.- Nhdn vien co nhiet tinh vd san sdng ho trg khdch hdng?Moi nhdn vien trong bg phan cham soc khach hang deu ban rgn vai trach nhiem, bon phanrieng, tuy nhien mot nhdn vien gay an tugng tot dep cho khach hang chinh la nhan vien luonchu y quan sat, de tam den nhu cdu cua khach hang va dem lai su ho trg khi can thiet, changhan nhu giup mot khach hang moi lam quen voi each bo tri gian hang, hay thii tuc mua hang,thanh toan,...- Nhdn vien co lang nghe khdch hdng? 37
    • Doanh nghiep can co chuong trinh dao tao nhan vien de hg c6 kT ndng "Nghe chii dong", vakha nang quyet doan khi xir ly cong viec. Ddy chinh la hai kT nang cdn thiet giup nhdn vienxir ly tinh huong nhanh chong va hieu qua hon, dem lai sir hai long cho khach hang.- Nhdn vien co ton trgng thai gian cua khdch hdng?Moi nhdn vien khi giao djch voi kbacb hang cdn to ra ton trgng khach hang cung nhu thoigian ciia hg, the bien cao nhdt tinh chuyen nghiep va hieu qua trong giao djch.Boi day la yeu to rat quan trgng, chu doanh nghiep hay nhac nha nhdn vien ve tac phong,thai do lam viec.- Nhdn vien co thuc hien yeu cdu cua khdch hdng dung hen?Day chinh la co bgi de nhan vien the hien chu "tin" ciong nhu phuong cham kinh doanh ciiadoanh nghiep. Neu nhdn vien luon thuc hien yeu cau hay giai quyet khieu nai cua khachhang dung hen, khong de khach hang phai nhac nho bay thuc giuc, hg da tao cho khach bangcam giac dugc ton trgng va dugc danh gia cao.- Nhdn vien co tu dat ra muc tieu phdn ddu?^k ndng cao chdt lugng djch vu khach bang, chii doanh nghiep cdn khuyen khich nhdn viendong gop y kiln, tu dat ra muc tieu phdn ddu cho minh chir khong chi la nhirng nguoi bietlam theo lenh cdp tren. Ngugc lai, dgi ngii quan ly ciing nen bo thoi gian ciing nhan vien lenva thuc hien ke hoach, muc tieu chung trong kinh doanh.Nhu vay, doanh nghiep co thi tu danh gia dugc mirc do thanh cong va chdt lugng cua dichvu dang cung ling dua vao bay tieu chi tren, va tir do co them chien luge moi ve nhan sir,phat triln van boa phuc vu khach hang nham tao ra mot hinh anh dep hon trong mat cacthugng de.+ So sdnh chdt Iwang thwc te v&i ki hoach diphdt hien nhirng sai lech. 38
    • + Tien hdnh cdc hogt dong cdn thiet nham khac phuc nhimg sai lech, dam bao thwc hiendung nhirng yeu cdu.Khi thuc hien kiem tra, kiem soat cac ket qua thuc hien kl hoach cdn danh gia mot each dgclap nhiing vdn de sau:- Lieu ke hoach co dugc tudn theo mot each trung thanh khong?- Lieu ban thdn ke hoach da dii chua?Neu muc tieu khong dat dugc co nghia la mot trong hai hoac ca hai dilu tren khong dugcthoa man.2.2.4- Chirc nang dieu chinh, dieu hoa, phdi hopDo la toan bg nhung boat dong nhdm tao ra sir phoi hgp dong bg, khac phuc cac ton tai vadua chdt lugng san phdm len muc cao hon truoc nham giam dan khoang each giira nhiongmong muon cua khach hang va thuc te chdt lugng dat dugc, thoa man khach hang o muc caohon.Hoat dong dieu chinh, dieu boa, phoi hgp doi voi quan ly chat lugng dugc bieu ro o nhiemvu cai tien va hoan thien chat lugng.Cai tien va hoan thien chdt lugng dugc tien hanh theo cac huong:- Phat trien san phdm moi, da dang boa san phdm.- Doi moi cong nghe.- Thay doi va hoan thien qua trinh nham giam khuyet tat.Khi tiln hanh cac boat dong dieu chinh cdn phai phdn biet ro rang giiaa viec loai trir bau quava loai trir nguyen nhan ciia bau qua. ^Sira lai nhiong phi phdm va phat hien nhirng lam Idn trong qua trinh san xudt bang lam viecthem thoi gian la nhiong hoat dong xoa bo bau qua chu khong phai nguyen nhan. 39
    • 1 . / r 1 Can tim hieu nguyen nhan xay ra khuyet tat va co bien phap khac phuc ngay tir ddu. Neunguyen nhan la su true trac ciia thiet bi thi phai xem xet lai phuong phap bao duong thiet bj.NIU khong dat muc tieu do ke hoach toi thi dieu song con la can phat hien tai sao cac kehoach khong ddy dii da dugc thiet lap ngay tir dau va tien hanh cai tien chat lugng ciia boatdong hoach djnh ciing nhu hoan thien ban thdn cac ke hoach. 40
    • CHirONG 3 THl/C TRANG DICH VU KHACH HANG CUA NHA XUAT BAN THONG KE 3.1- Tong quan ve Nha xuat ban Thong ke 3.1.1- So" lu-tfc ve qua trinh hinh thanh va phat trien a- Vai net ve Nha xuat ban Thong ke - Tru so chinh 86 va 98 Thuy Khue - Tay Ho - Ha Ngi, co chi nhanh tai s6 16 Nguyen Hue - Quan 1 - TP. H6 Chi Minh. - Thanh lap ngay 20/01/1981, Co quan chii quan: T6ng cue Thdng ke - Bg K I hoach va Ddu tir. - Tai khoan ngi te: 102010000000682 NH Cong thuang khu vuc Ba Dinh - Ha Ngi. - Tai khoan ngoai te 0021370950330 NH Ngoai thuong Ha Ngi, Chi nhanh Thanh Cong - Ma sithul: 0100111779-1 - E-mail: nxbthongke@hn.vnn.vn; hoac: nxbthongke-cbi(gfpt.vn- Website: www.nxbthongke.com.vn-Logo cua NXBTK:b- Ton chi, muc dich- Cong bo cac xuat ban pham ve thong ke, cac sach khoa hgc ve kinh te, quan ly kinh te, tinhoc;- Sach nang cao trinh do ly luan, nghiep vu va huong ddn cong tac cho can bg nganh Thongke; 41
    • - Dap ung nhu cdu thong tin cho cac cdp lanh dao quan ly, hoach dinh chinh sach va dongdao ban dgc trong va ngoai nuoc;- Nang cao dan tri ve khoa hgc kinh tl, quan ly, tin hgc.c- Chirc nang, nhiem vuNha xudt ban Thdng ke co chuc nang, nhiem vu chinh la td chuc, bien soan, bien tap, in vaphat hanh cac loai sach thong tin bang s6 vl tinh hinh kinh te - xa hoi ddt nuoc; sach huongdan cong tac va nghien cuu khoa hgc vl hach toan va thing ke; sach tin hgc va ung dung tinhoc trong cac ITnh vuc kinh te, ky thuat; cac loai sach giao trinh, tai lieu giang day ve thingke, ke toan trong cac truong dai hgc va trung hgc chuyen nghiep. Ngoai ra, Nha xudt ban condugc giao xudt ban va in an cac loai bieu mdu, chung tir bach toan, gidy to quan ly va cacloai Ijch.d- Qua trinh hinh thanh va phat trienDugc sir dong y cua Ban Tuyen hudn Trung uong (nay la Ban Tu tuong - Van boa Trunguong, Bg Van boa - Thong tin, Tong cue Thong ke tai Quyet djnh so 51/TCTK ngay20/01/1981 ve viec thanh lap Nha xudt ban Thong ke.Tir nam 1981 din nam 1986, thoi ky bao cdp: Hang nam Nha nuoc cap chi tieu giay cho Nhaxudt ban, djnh s6 lugng ddu sach, so ban, gia ban. Cong tac bien tap mang nang tinh chdt rapkhuon, may moc. Vl phat hanh, sach dugc dua sang Tong cong ty phat hanh sach quocdoanh dl tieu thu. Hoat dong trong co chi nhu vay, nhiong ndm dau, binh quan chua vugt 30dau sach/nam. 42
    • Bdng 3.1- Ket qua hoat dong kinh doanh cua NXB Thong ke (2002-2006) Nam Nguon Lao dong Quy lirong Doanh Loi von Trong do Tong Luong thu nhuan T5ng kinh Tren Dai (Tr.d) b/q (Tr.d) trirffc so doanh DH hgc (Tr.d) thue (Nguoi) (Tr.d) (Ngticfi) (Ngirai) (Tr.d) 2002 2139,36 48 4 40 845,90 1,468 23 027,40 251,4 2003 2139,36 46 4 40 1037,90 1,880 23 126,20 272,8 2004 2139,36 48 4 40 1112,10 1,930 17 577,80 274,7 2005 2139,36 48 4 40 1117,69 1,940 14 099,20 253,6 2006 2139,36 50 4 40 1225,10 2,042 10 750,30 162,5Nguon: NXB Thong keNhirng nam 1986 - 1990 la nhiing nam tap dugt, hgc va lam, lien tuc tim toi, thao go, ma loidi. Viec lam dau tien la tim hieu nhu cau thj truong, tim hieu thi bieu ban dgc, da dang boacac hinh thuc dn pham, mo rgng sdn sang hdu bet cac nganh, cac ITnh vuc kinh te tong hgpchua C Nha xudt ban. Mot loat sach ve kinh te thi truong ra doi nhu: Sach ve quan tri kinh Odoanh, marketing, sach djch cua nuoc ngoai, phuc vu nhanh chong, co bieu qua trong giaidoan moi, khi dgc gia chua hilu nhilu vl kinh tl thi truong. Mat khac, Nha xuat ban chudong tiln hanh lien doanh, lien kit tim dl tai, tim 15i ra cho sach. Voi each lam va buoc dinhu vay, Nha xudt ban da timg buoc dugc ciing co va phat triln.Tir nam 1991 tra di, s6 lugng ddu sach tang len ro ret, tir vai ba chuc ddu sach, vugt len 70 -80 ddu sach, din nam 2000 da dat con s6 205 ddu sach/nam. Vi tbi cua Nha xudt ban dugckhang dinh trong thi truong sach Viet Nam. 43
    • Tir nam 2001 den nay, qua trinh phat triln cua NXBTK vl doanh so, lgi nhuan co giam dinhung doi song can bg cong nhdn vien vdn dugc bao dam, luong binh quan tang tir 1,4 trieulen 2,0 trieu dong dugc the hien qua bang 3.1.Thanh tich, khen thuong: Bg Van hoa - Thong tin tang bdng khen 1995; T6ng cue Thing ketang bing khen 1996; Bg Van h6a - Thong tin tang bang khen 1999; Hang Viet Nam chdtlugng cao 1999, 2003, 2004, 2005, 2006 do nguoi tieu dung binh chgn.3.1.2- Co" cau to chirc, hoat dong Hinh 3.1- So" do ca cau to chirc Cac phong Phong khong Kinh doanh kinh doanh 1 1 1 . • Phong sach Phong sach Chi nhanh Phong sach Kinh te To chuc - Tin hoc va thanh ph6 Ke to^n Thong ke va Van hoa Hanh chinh Giao trinh H 6 Chi Minh pham website - i l~- i • i i .• i i • 1 ih T6 T6 T6 T6 T6 T6 T6 T6 T6 T6 T6bien che phat bien che phat bien che ph^t bien che phattap ban hanh tap ban hanh tap ban hanh tap ban hanh+ Ban gidm ddc:- Gidm ddc: Lanh dao chung toan NXB Thong ke.- Pho gidm ddc: Giup viec cho Giam doc. 44
    • + Phong khong co chirc ndng kinh doanh:- Ki todn: Cong viec ke toan chung ciia ca co quan.- Td chitc - Hdnh chinh - Website: Cong viec td chirc - hanh chinh - Website ciia NXBTK+ Phong CO chitc ndng kinh doanh:- Phdng sach Thong ke: Chuyen to chuc xudt ban, kinh doanh sach thing ke.- Phong sach Kinh te vd Vdn hoa phdm: Chuyen td chuc xudt ban, kinh doanh sach kinh tl -van hoa phdm.- Phong sach Tin hgc vd Giao trinh: Chuyen to chirc xuat ban, kinh doanh sach tin hgc vagiao trinh.- Chi nhanh thdnh pho Ho Chi Minh: To chuc xuat ban va kinh doanh sach tong hgp.- Truang phdng: Tbira lenh Giam doc NXBTK thuc bien chuc ndng giam doc Phong, lanhdao nhdn vien trong phong kinh doanh xudt ban phdm theo chuc ndng, nhiem vu ciia NXB.- Pho truang phong: Giup viec cho Truang phong.- Nhdn vien: Tbira lenh Truong phong lam nhiem vu do Truang phong giao.* NghTa vu va quyen loi cua cac phong kinh doanh doi voi NXB•^ Nghia vu: Ban Giam die Nha xuat ban uy quyen, giao khoan toan bg cho cac phong kinhdoanh tu tim kilm viec lam, to chuc kinh doanh xuat ban phdm nhu ten ggi ciia phong, trongpham vi chirc ndng, nhiem vu cua Nha xudt ban. Dung dau la Truong phong, to chuc kinhdoanh, hach toan qua Phong K I toan, ding thai c6 nghTa vu dong gop kinh phi de chi luong,cac chi phi khac cho bg may quan ly (Ban giam doc va cac phong khong kinh doanh) duy triboat dong.- Tu lo lieu, tim kilm viec lam, tu tl chuc kinh doanh xuat ban phdm, tu lo luong va thunhap khac cho toan nhan vien trong phong; 45
    • - Nop khdu bao tai san co dinh: May moc, tbilt bj, nha xuong;- Tra lai tien sir dung v6n cua co quan theo lai suat vay ngan hang;- Nop cac loai thue cho NXB de NXB nop cho nha nuac;+ Quyen lai:- Lgi nhuan tir boat dong kinh doanh sau khi trir di cac chi phi hgp ly, hgp le, phai nop 60%cho NXB Thong ke, 40% con lai Phong dugc huong;- Nhan vien dugc huong luong, thuong, lao dong theo cbi do nha nuoc, quy dinh.- Dugc huong che do bao hiem xa hoi, y te, bao hg lao dong, an trua theo chi do hien hanh.3.1.3- Quy trinh hoat dong djch vu xuat banNha xudt ban Thong ke khong co quy trinh boat dong djch vu xudt ban cu the. Tuy nhien, cothe tong hgp va mo ta quy trinh boat dong djch vu ciia NXB thanh 5 giai doan sau:Giai doan 1: Chuan bj- Tim kiem, lira chgn y tuong, lap ke hoach de tai thich hgp de ddng ky de tai xudt ban voiC quan quan ly nha nuoc; O- Dieu tra, nghien cuu, du bao nhu cau thj truong, lira chgn kenh phdn phoi;- Lap de cuong bien soan, bien djch, hieu dinh;- Lap ke hoach thuc hien cho cac buoc sau;- Du trii, chuan bj tai chinh.Giai doan 2: To chirc bien soan, bien djch, hieu dinh- Hgp tac voi tac gia (to chuc hoac ca nhan) bien soan/bien djch, hieu dinh, hoac suu tdmtuyin chgn ban thao co sSn, theo ngi dung de cuong de tai muon xudt ban;- Theo doi tiln do, don doc tac gid hoan thanh ban thao, chuan bj cho giai doan sau.Giai doan 3: Che ban, bien tap 46
    • + Dich vu che bdn:- Lap maket trinh bay;- Dan trang, gbep hinh ve, anh vao ngi dung XBP;- Thilt ke, tao mdu, xay dung hinh anh, ngi dung;- In bong, in can, in phim. + Dich vu bien tap:- Thdm dinh ngi dung tac phdm;- Kilm tra tinh phap ly;- Bien tap tir ngij, ngij phap;- Sira loi chinh ta, trau chuot doan van, rut ggn de hieu;- Can, kiem tra phim, kiem tra Idn cuoi truoc khi quyet dinh in.Giai doan 4: In, hoan thien- Chuyen giao can, phim cho nha in to chirc in, hoan thien XBP;- Nhdn XBP va giao tra lai cho kbacb bang.Giai doan 5: To chirc phat hanh (ban hang)- Chuan bj phat hanh: Quang cao, gioi thieu va cac buoc chudn bj khac cho viec phat hanh;- Phat hanh gian tiep qua cac kenh da lira chgn, true tiep cho nguoi tieu dimg, ban qua mang,qua thu, qua dien thoai;- Thu hoi cong ng;- Tinh ket qua lai 16, rut kinh nghiem;Thong thuong thi giai doan nao dung truoc thi lam truoc, giai doan nao dimg sau lam sau.Tuy nhien, co mot truang hgp khong theo trinh tu tren, co the tat, nhay qua cac giai doan. 47
    • Day la quy trinh san xudt kinh doanh sdn pbdm/djch vu xudt ban do tac gia due rut tir thuc tl,con NXB Thong ke chua co quy trinh chudn cho boat dong nay.3.1.4- San pham/dich vu* San pham/djch vu. Hinh 3.2- Mot so sach cua NXB Thong ke •f *Tat ca cac san phdm dugc tao ra sau giai doan thu 5 ciia qua trinh boat dong dich vu xuat bandiu dugc ggi chung la xudt bdn phdm (XBP), cac XBP nay la: Sach thong ke, sach ke toan,sach quan ly kinh te, sach tin hgc, sach giao trinh, sach giao khoa, sach...; so: quy, kho, cacloai si; tranh anh; to roi; poster; lich to, Ijch block, lich so; tern nhan; chimg tir bieu mdu...Bdt cu mot XBP nao truoc khi dugc san xudt ra ciing phai trai qua mot qua trinh hoat dongdich vu gim nam giai doan, do la: Chuan bj; to chuc xdy dung ban thao (to chuc bien soan,bien djch, hieu dinh, tuyIn chgn ban thao co san); che ban, bien tap; in, hoan thien; phathanh (ban). Tuy nhien, co thi c6 XBP khong phai trai qua ca nam giai doan 6 nha xudt ban(NXB) ma chi trai qua mot vai giai doan, do truoc hoac sau d6 khach hang da tu lam dugchay da thue don vi khac thuc hien.* Loai hinh dich vu.Theo quy trinh boat dong dich vu xuat ban cua NXB Thong ke o tren mo ta, ta co thi djnhnghTa dich vu xudt ban nhu sau: 48
    • Dich vu xudt bdn la mot hdnh dong md ket qud Id nhd xudt bdn co thi cung cdp cho khdchhdng mot cdi gi do, chu yeu la vd hinh vd khong ddn den chuyin quyin sa hitu. Sdn phdmcua no CO the khong gan lien vai mot sdn phdm vat chdt.Voi djnh nghTa tren va quy trinh boat dong dich vu ciia NXB Thing ke, ta cung xac djnhdugc cac loai binh dich vu va khach hang cua no:(1) Dich vu chgn de tai: Lira chgn y tuong dl tai xudt ban; dilu tra, nghien cuu, du bao nhucau thj truang, lira chgn kenh phan phoi; lap de cuong bien soan hoac mua ban quyIn dlbien djch, hieu dinh; lap ke hoach xudt ban. Khach hang la cac co quan doan thi, nha kinhdoanh sach, hg thuong mua y tuong de tai, de cuong bien soan hoac bien djch, bieu dinhhoac ban thao va mot so thong tin lien quan khac hg cdn.(2) Dich vu to chitc xdy dwng bdn thdo: Tap hgp tac gia (to chuc hoac ca nhan), to chircbien soan/bien dich, hieu dinh hoac suu tdm, tuyen chgn ban thao co san, theo ngi dung decuong ciia de tai muon xudt ban; theo doi tien do, kiem tra, don doc tac gia hoan thanh banthao. Khach hang thuang la cac co quan, doan the, nha kinh doanh sach, bg dat mua banthao da bien soan hoac bien djch san.(3) Dich vu che bdn: Lap maket trinh bay; dan trang, xir ly anh, ghep binh, anh vao ngidung cua XBP; tbilt ke, tao mdu; in bong, in can, in phim. Khach hang la cac co quan, doanthe, nha kinh doanh XBP hoac tac gia.(4) Dich vu bien tap: Thdm dinh ngi dung tac phdm; kiem tra tinh phap ly; bien tap tir ngij,ngir phap; sira loi chinh ta, trau chult lai van, rut ggn de hieu; kiem tra doi chieu truoc khiquylt djnh chuyin di in. Khach hang la cac nha kinh doanh XBP hoac tac gia.(5) Dich vu in: Lua chgn nha in, chuyin giao can, phim, hgp dong in hoan thien; to chirckilm tra, giam sat, nhdn XBP va giao tra cho khach hang. Khach hang cua giai doan nay 49
    • thuong la to chuc, ca nhdn khong tu to chuc kilm tra, giam sat in va hoan thien dugc, macdn nho qua djch vu cua NXB, (6) Dich vu bdn hdng: T6 chuc ban XBP true tiip, ban hang qua mang cho ban dgc hoacban buon cho cac nha kinh doanh, cac to chirc, ca nhan.(7) Dich vu khdch hdng: Cham soc kbacb hang truoc, sau, trong khi hg tieu dung sanpham/djch vu ciia NXB Thong ke.3.1.5- Khach hang cua NXB Thong keKhach hang ciia Nha xudt ban la cac co quan, doan the, nha kinh doanh, tac gia, nguoi dgcC nhu cau va lira chgn, sir dung san pbdm/djch vu cua NXB, hg la nguoi dua ra yeu cdu va OC kha nang tai chinh cbi tra cho san pham/dich vu ciia NXB. Co nhieu each phan loai khach Ohang, tiiy timg each chdm soc khach hang ma phan loai cho thich hgp:* Phan theo each thong thirong:- Ca quan, doan the la cac to chirc nha nuoc hoac phi chinh phu co nhu cdu xudt ban sachhoac XBP khac tai NXBTK.- Nhd kinh doanh XBP la to chuc, ca nhdn muon ddu tu kinh doanh XBP voi NXBTK.- Tdc gid la to chirc, ca nhdn co ban thao viet ve cong trinh nghien cuu ciia minh hoac tongket tir thuc tl xa bgi..., muon dugc xudt ban thanh sach de pho bien, truyen ba kien thuc cuaminh, cua xa bgi cho mgi nguai, nhung tu minh khong the thuc hien dugc, phai thong quaNXB de thuc hien y muon ciia minh.- Nguai dgc la tl chuc, ca nhdn muln co sach trong do ngi dung chira dung kien thuc minhcan dk nghien cuu, hgc tap hoac pho bien cho xa bgi.* Phan loai khach hang thanh nam loai: 50
    • - Khdch hdng tiem ndng: Nhiong nguoi co the se quan tdm den san pbdm/djch vu cuaNXBTK;- Nguai den thdm: Nhiing nguai da co it nhdt mot Idn ghe qua NXB/cira bang cua XNB;- Nguai mua hdng: Nhiong nguoi da timg mua san phdm/dich vu cua NXB;- Khdch hdng thuong xuyen: Nhirng nguoi mua deu dan san pbdm/djch vu cua XNB;- Khdch hdng trung thdnh: Nhiong nguoi khong nhiong chi mua deu dan san pbdm/djch vuma con ke voi tat ca nhirng nguoi xung quanh rang NXBTK that tuyet voi.* Phan loai can cir vao tam quan trong cua khach hang voi doanh nghiep.Khach bang dugc chia thanh hai nhom theo nguyen ly Pareto. Nhom khach hang co y nghTasong con doi voi NXB thuong chiem so it duoi 20%) ve so lugng so voi tong so khach hangciia NXB nhung tieu thu tren 80% san phdm doanh nghiep san xudt ra. Nh6m khach hang sodong C lgi cho NXB chiem tren 80%) trong tong so khach hang nhung chi tieu thu duoi 20%) Osan pham do NXB xudt ban ra. Viec pbdn loai nay co y nghTa rat Ion den viec thiet lap chinhsach va chien luge chdt lugng san pham ciia NXB.Ngoai ra con co cac co quan quan ly nha nuoc ve xuat ban khong tieu dimg XBP nhungNXB phai dap ung ddy du nhiong doi hoi cua hg dat ra ve xudt ban nhu: Cue Xudt ban. BanTu tuong van boa Trung uong. Cue Ban quyen tac gia, Thanh tra van boa, co quan thue... 51
    • 3.2- Thirc trang dich vu khach hang cua NXBTK3.2.1- Khach hang danh gia chat lirong DVKHa- Cuoc dieu tra thir nhat Bdng 3.2 - Tong hop chat lirong djch vu khach hang Chat lirong Diem TBA- Chdt Iwang ky thuat (cas& vat chdt) 6A(1) He thong may tinh va may cong cu trg luc ciia NXBTK phuc vu khach 6.1 hang(2) Web site cua NXBTK phuc vu khach hang o muc do nao 5,1(3) Giai phap ky thuat phuc vu khach hang dat o muc do nao 7(4) Bi quyet nghe nghiep phuc vu khach hang dat 6 mirc do nao 7,5(5) Van phong giao tiep phuc vu kbacb hang dat a muc do nao 6.4B Chdt iwang chitc ndng (Nhdn vien tiep xuc) 6J(6) Tac phong nhan vien tiep xuc 5.5(7) Cng xir nhdn vien tiep xuc 5.5(8) Tinh thdn sdn sang phuc vu cua nhdn vien tiep xuc 6(9) Quan he ngi bg ciia nhdn vien tiep xuc 7(10) Hinh thuc ben ngoai cua nhdn vien tiep xuc 7(11) Kha ndng tiep can ciia nhdn vien tiep xuc 5,2(12) Giao dich voi khach hang ciia nhdn vien tiep xuc 6.7 52
    • Tac gia giri philu danh gia chat lugng dich vu khach hang cua NXBTK toi 1000 e-mail cuakhach hang dang sir dung san pbdm/djch vu cua NXB, ngi dung thu nhu phu luc so 3 (trang105). Sau 10 ngay nhdn dugc 850 thu tra loi qua e-mail, ting hgp dilm dugc kit qua nhubang 3.2.Thang diem danh gia chdt lugng, gioi: 8,5-10 dilm; kha: 6,5 - 8.4 dilm: trung binh: 5 - 6,5dilm; yeu: duoi 5 diem.Qua bang 3.2 chung ta nhdn thay chdt lugng ky thuat ciia NXB chi dat dilm trung binh (6,4diem) trong do co giai phap ky thuat va bi quylt nghi nghiep dat dilm kha con website va hethong may tinb dat diem trung binh. Chdt lugng chirc ndng (nhdn vien tiip xuc) dat dilmtrung binh 6,1 trong do c6 3 yeu to quan he ngi bg, binh thirc ben ngoai, giao djch voi khachhang dugc diem kha nhung khong bii lai dugc cho: tac phong, ung xir, tinh thdn sdn sangphuc vu, kha nang tiep can ciia nhan vien tiep xuc.b- Cuoc dieu tra thir hai Bdng 3.3- Tong hop nhu-ng ly do khach hang tir choi hop tac vol NXBTK Ly do khach hang tir choi hop tac voi NXBTK So phieu Tyle chon (%)/. Se chdm dirt hgp tdc neu khong nhdn dugc su quan tdm 639 90%2. Se chdm dirt hgp tdc khi khong nhdn dugc su nhiet tinh tir NXB 604 85%3. Se chdm dut hgp tdc khi khong co thien chi giup da hoac 575 81% khong chu y den nhu cdu cua khdch hdng:4. Se chdm dut hgp tdc khi cdn bg, nhdn vien Nhd xudt bdn 533 75% khong ton trgng vd hua suong5. Se chdm dirt hgp tdc khi cdc nhdn vien giao tiep dich vu cua 497 70% 53
    • NXB khong nam virng nhirng kien thirc ca bdn ve xudt bdn6. Se chdm dirt hgp tdc khi cam thdy nhdn vien NXB coi thuang 497 70%7. Se chdm dirt hgp tdc khi nhdn vien Nhd xudt bdn khong trung 462 65% thuc trong lai noi vd hdnh dong8. Se tit choi khong mua sdch cua Nhd xudt bdn khi gid ddt 142 20%Ban than tac gia dang lam viec tai NXBTK, ciing thoi diem nay, thay nhieu khach hang ciiciia NXB bo di. De tim loi giai cho cdu boi: Tai sao khach hang cii lai chdm dut hgp tac voiNXB. Tac gia soan phieu tham do y kien giri e-mail den 1 000 khach hang cio, ngi dung nhuphu luc si 4 (trang 106). Sau hai tudn c6 710 thu tra loi qua e-mail, tong hgp dugc ket quanhu bang 3.3.Tren la 8 dilu khdch hang khong hai long voi NXBTK. Neu NXB con to ra tbo o hay thieunhiet tinb trong cong tac phuc vu, cbdc chan khach hang se ra di nhieu hon nira. NXBthuong xuyen co nhiong chuong trinh nham thu hut khach hang moi, tuy nhien cdn phai chuy din viec lam hai long nhirng khach hang hien c6. Neu nhu khong thanh cong trong viecgiir chdn khach hang cio tbi khong thi c6 dugc ket tot qua tot trong viec thu but, tim kiemnhirng khach hang moi.c- Cac cuoc dilu tra hang Viet Nam chat lirong caoTir ndm 1999 din nam 2006 sach ciia NXBTK luon luon dugc nguoi tieu diing chgn vao top10 nha xudt ban toan qulc c6 hang chdt lugng cao do Bao Sai Gon tiip thj to chuc binhchon.. Nhdt la ndm 2005, 2006 dung thu 4/54 NXB toan qulc. Do cung khang dinh dugc vjtri chdt lugng dich vu xuat ban noi chung, chdt lugng sach noi rieng cua nha xudt ban Thingke tren tbi truong Viet Nam co trgi bon tren 40 nha xuat ban khac. 54
    • 3.2.2- To chirc not boTI chuc ngi bg ciia NXBTK giij vai tro quan trgng trong viec cung ling djch vu. Cac ylu tlvat chdt va moi truong vat chdt la nhung bg phdn c6 tbi nhin thdy dugc, song sir tl chuc vaC che boat dong trong NXB lai khong nhin thdy dugc. Thi nhung, nbiing gi dien ra trong Onoi bg to chtjc cua NXB lai co tinh quyet djnh den qua trinh sang tao va cung ung dich vucua ca he thong, tac dong true tiep toi co so vat chdt (chat lugng ky thuat) va dgi ngu nhdnvien tiep xuc cung ung djch vu (chdt lugng chirc ndng).To chuc ngi bg gom: Ban Giam doc, sau la khoi cac phong kinh doanh (Thing ke, kinh tl,tin hgc va giao trinh, chi nhanh TPHCM) va khii khong kinh doanh (To chirc hanh chinh, kltoan). Cac phong kinh doanh boat dong theo co che khoan toan bg: Tu tim kiem viec lam, tuto chuc kinh doanh, chiu trach nhiem vai ket qua kinh doanh ciia minh, nop nghTa vu choNXB de chi luong, chi phi khac ciia Ban Giam doc va hai phong co tinh chat hanh chinh.Truoc bet chiing ta xem xet tir Ban Giam doc.a- Ban Giam docTo chuc ngi bg dugc quyet dinh boi bg phdn ddu nao cua NXBTK, do la lanh dao o BanGiam die, khong true tiip tiep xuc voi kbacb bang xong deu thugc dgi ngio cung ung djchvu, tren co so sir dung phoi hgp nhirng cong cu chirc ndng nhu tai chinh, cong nghe, laodong va marketing.Giam die la nguoi truong thanh tir can bg bien tap dugc dao tao qua cac truang dai hgc:Kinh tl Qulc ddn, Bao chi xudt ban va sau ciing Tiln sT kinh te nghien cuu vl marketingtrong ITnh vuc boat dong kinh doanh xuat ban, ndm 1998 dugc bl nhiem lam Pho Giam doc,din 01/3/2007 dugc bl nhiem lam Giam die. Pho Giam doc cung truang thanh tir can bgbien tap, la Thac sT kinh tl, dugc bl nhiem ngay 01/3/2007. Noi chung Ban Gidm doc Nha 55
    • xudt ban dugc truong thanh tir cdp co so, nen co nhilu kinh nghiem trong cong tac xudt ban, hang bai, nhiet tinh trong cong tac. Chi co dilu moi dugc bl nhiem, nen con tap chung quan tam din cimg cl to chuc, chua nghT din DVKH. * Mot so cong viec ve djch vu khach hang Ban Giam doc da lam: - Dii la chua biet ro ve tac dung nhung van quylt djnh xdy dung va duy tri kinh phi hoat dong website cua NXBTK suit tir nam 2005. - Gan day thuong xuyen truy cap vao website dl xem tin tuc, gop y kiln sira dii va theo doi so Ian khach bang truy cap vao website, thuang xuyen vao E-mai: nxbtbongke@hnn.vn dl nhan thu gop y ciia khach bang va cho y kiln chi dao ngay, day la mot viec lam tich cue cho djch vu kbacb hang. - Quyet djnh thanh lap thu vien cua NXB dl luu trir sach, viec lam nay giiop kbacb hang tra cim, tim bieu sach cua NXBTK.- Thuong xuyen tham gia tiep khach, Idng nghe y kiln ciia khach hang, tiip thu sira chiaa kjpthoi, nen khach hang rat hai long.- Den gan ngay le, tet, .. .to chuc gap mat mot so khach hang, tl chuc tiee, nhdn tien bilu quagay an tugng dep voi khach bang.- Khuyen khich can bg quan ly o cdc phong, ban sach qua mang, sir dung internet mien phide thu thap thong tin giup ich cho viec tim hieu viec cham s6c khach bang tot hon.* Tuy nhien, lanh dao NXBTK con co nhung viec chira lam dirffc ve DVKH- Chua quan tdm dung muc, chua co tu duy thuc te va co so ly luan ve djch vu kbacb hangnen khi lam tbi bgt phat, ngau himg do do hieu qua khong cao. Tir d6, ciong khong c6 chutruong, chinh sach cu thi vl djch vu khdch bang, ciing khong de ra chuong trinh giao tiipvoi khach hang phii hgp. 56
    • - Ban Giam doc ciong chua c6 ke hoach tai chinh danh rieng cho djch vu khach hang, mgi hoat dong chdm soc khach hang dIu xudt phat tir truyin thing, kinh nghiem, ngau nhien, khong theo bdt cu mot trinh tu, bai ban nao. Rdt nhilu nam qua chua mo mot lop dao tao nao, ke ca ngdn ban dai ban ve djch vu khach hang. Ddy cung la thuc tl chung cua cac doanh nghiep nha nuoc trong giai doan hien nay. - Chua thanh lap bg phdn chdm soc khach hang, tiip nhdn va giai quylt khilu nai ciia khach hang. - Chua xay dung cira bang sach lam noi khach hang tim din khi khong tim dugc o dau sachho cdn. Qua cira hang, NXB co the nghe dugc sir phan nan vl chdt lugng djch vu cua NXBTK.- Thu vien don thuan chi de luu trij sach chu chua phai la noi khach bang co tbi vao dgc vatham khao. Day la noi rat tot doi voi djch vu khach hang khi NXB khong co cira hang gioithieu va ban sach.- Trong cac doanh nghiep boat dong 6 ITnh vuc djch vii tbi viec nghien cim, xdy dung nenmot quy trinh giao tiep khach hang la dieu can thiet, nhu bien soan cuin si tay dich vukhach hang de lam cam nang cho can bg quan ly cap duoi va toan bg nguoi tham gia cungung djch vu, song lanh dao NXB chua Idm dugc dieu nay.- Trong cac cugc hgp thuang vdn thdy nhdc den cong tac nham nang cao chdt lugng XBP, docGng la nang cao chat lugng dich vu xudt ban, nhu che ban, bien tap...,Trung hgp ngaunhien vai DVKH, ndng cao moi quan he voi khach hang, co quan quan ly nha nuoc ve xuatban. Nhung vdn chung chung, khong cu the, chua chi tiet.- Tu tuong DVKH chua thdm nhudn vao moi nguoi lanh dao. Tu tuong DVKH chi dugc thehien ro o mot so can bg truong, ph6 phong kinh doanh, chua pho bien rgng rai 6 mgi nguoi. 57
    • - Lanh dao NXB chua dua ra mot chinh sach cu thi vl DVKH. Hang ngay, cac giao tiip voikhach hang ciong vay, khong co mot quy trinh giao tiip cu thi, hoan toan la tiiy co ung biln.Kinh phi cho cong tac dao tao vl djch vu kbacb bang bang ndm dIu khong co. Hoi nghjkhach hang hang nam khong dugc tl chuc, tir do kho tham do dugc khach hang khong hailong, phan nan ve dieu gi, de ma tim each sira chija kip thai.- Cac khilu nai cua khach hang thuong dugc cac Truong phong kinh doanh giai quylt. BanGiam die rdt it khi tham gia giai quyet va cung khong xay dung quy trinh giai quylt khilunai.Do mod dugc bo nhiem, con dang thir nghiem va cimg co tl chuc, trinh do lanh dao, quanquan diem ve dich vu khach hang con nhieu ban che, mac du da co quan tam nhung chuadanh gia dung muc vai tro cua dich vu kbacb hang.b- Co* che boat dong kinh doanh dich vu XBP cua to chirc noi boGiam doc Nha xudt ban iiy quyen, giao khoan toan bg cho cac phong kinh doanh, tu timkiem viec lam, tu to chtJc kinh doanh dich vu xudt ban trong pham vi chuc ndng, nhiem vucua Nha xuat ban. Hach toan ket qua qua Phong Ke toan, dong thoi co nghTa vu dong gopkinh phi de chi luang, cac chi phi khac cho bg may quan ly (Ban Giam doc va cac phongkhong kinh doanh) duy tri boat dong. Co che boat dong kinh doanh XBP ciia cac phong nhusau:- Phong sdch Thong ke: Chuyen to chuc xudt ban, kinh doanh sach thong ke, nguon viec nayon dinh do co quan cdp tren - Tong cue Thong ke cung cdp, ngoai ra con co the khai thac oben ngoai. " «- Phong sdch Kinh ti vd Vdn hoa phdm: Chuyen to chirc xudt ban, kinh doanh sach kinh te -van hoa phdm, nguln viec hoan toan 6 ngoai thi truong khong co su trg giup ciia cap tren. 58
    • - Phong sdch Tin hgc vd Gido trinh: Chuyen to chuc xudt ban, kinh doanh sach tin hgc vagiao trinh, viec hoan toan o ngoai thj truang khong co su trg giup ciia cdp tren.- Chi nhdnh thdnh pho Ho Chi Minh: To chuc xudt ban va kinh doanh sach ting hgp.Co the n6i, NXBTK la tong cong ty, cdc phong co chuc ndng kinh doanh la cong ty con, chikhac la cac cong ty con khong dgc lap bach toan ma phai bach toan qua Phong K I toan ciiaNXBTK. Ban Giam doc diing cong cu tai chinh de dieu chinh thu nhap ciia cac phong kinhdoanh. Con toan bg viec to chuc khi kinh doanh xudt ban phdm va cac viec khac giao cholanh dao cac phong. Viec sang tao cung ung dich vu xudt ban noi chung, dich vu khach hangcua Nha xudt ban noi rieng phu thugc hoan toan vao lanh dao cac phong kinh doanh, viecsang tao cung ung djch vu nhu the nao tiiy thugc vao nhdn thuc ciia lanh dao cac phong. BanGiam doc Nha xudt ban co muon tham gia, g6p y ciing kho thay doi dugc vi da khoan chocac phong. Do vay, he thong cung ung, sang tao dich vu hoan toan phu thugc vao cac phongkinh doanh.Hien nay, Phong sach Thing ke do co quy dinh ciia Ban Giam doc dugc uu tien ve nguonviec lam tir Ting cue Thing ke chuyin xulng. Nguon viec nay rdt deu dan, do vay Phongsach Thing ke khong phai lo Idng nhilu vl viec lam. Tir do, khong cdn quan tdm nhieu dencham soc kbacb hang vdn co viec. Trong khi d6, cac phong kinh doanh khac khong co su uutien nao ca, phai tu tim kilm nguln viec ngoai thj truang. Sir khong binh dang do lam cho tochuc ngi bg NXB khong on djnh.Tom lai, tl chuc ngi bg Nha xudt ban hien nay dang c6 rdt nhilu bdt hgp ly, khong lam dungvai tro ciia ddu nao Nha xudt ban Thing ke trong viec dilu hanh boat dong kinh doanh,khong tac dong mang tinh quylt djnh din qua trinh sang tao va cung ung djch vu ciia ca he 59
    • thing, khong tac dong den co so vat chdt (chat lugng ky thuat) va dgi ngii cung img djch vu(chdt lugng chuc nang).Tac gia da phong van 20 can bg lanh dao cap phong va mot s6 nhan vien trong NXBTK voinhirng cau hoi theo phu luc so 2 (trang 104), ting hgp kit qua nhu sau:Cdu hoi 1: 90% (18 nguai) trd lai khong phii hgp vai ly do:- Su cgnh tranh khdch hdng vai cdc NXB a khdc da quyet liet, nay cdn phdi canh tranh ngaytrong NXBTK vai nhau. Nhieu luc cdn Idm hgi Idn nhau, gay mdt doan kit ngi bg.- Dich vu khdch hdng chi vi muc tieu ciia phong chir khong vi muc tieu ciia todn NXBTKCdu hoi 2:+ 10% (2 nguai) trd lai Id thuan lgi vai hogt dong dich vu khdch hdng cua NXBTK, ly do:Phdt huy tinh ndng dong cua cd 4 phdng kinh doanh, cung nhau di tim kiem viec Idm vd tuchdm soc khdch hdng cua minh.+ 90%) (18 nguai) trd lai Id khong thuan lgi vai hogt dong dich vu khdch hdng cua NXBTK,ly do:- Nguon luc da han hep lgi bi chia nho, manh man cho moi phong, nhu vay khong tap trungdugc sire mgnh, sir chuyen mon hoa khong cao, ndng sudt, chdt lugng kho md ddm bao, anhhuang, chdt lugng dich vu xudt bdn.- Sir tiip nhdn chi dao ciia Ban Gidm ddc NXB den to chuc ngi bg khong thong nhdt, kemhieu qud do ca chi khodn ggn vd su ganh ty nguon viec trong ngi bg NXB.Cdu hoi 3: + 10%o (2 nguai) khong dongy vaiy kien tren.+ 90% (18 nguai) dSngyVoi kit qud phong vdn tren va thuc tl da khdng dinh: tl chuc ngi bg NXBTK dang co nhieubdt cap, dang gap kho khan trong viec dilu hanh, khong phii hgp dugc nhirng cong cu chuc 60
    • nang nhu tai chinh, cong nghe, lao dong va marketing vao viec sang tao va cung ung djch vukhach hang trong co quan noi chung, cac phong kinh doanh n6i rieng. Noi chung cdn phaisap xep lai to chuc.3.2.3- Co" stf vat chat (ch^t lirong ky thuat)a- Van phong giao djchNXB Thong ke co tru so chinh 86 va 98 Thuy Khue - Tay Ho - Ha Ngi, co chi nhanh tai so16 Nguyen Hue - Quan 1 - TP. Ho Chi Minh. Ca 3 dja diem deu nam tren mat duong chinh,tmng tam thanh pho, rdt thuan tien cho khach hang den giao tiep. Tuy nhien, nha xuong hainoi dugc xdy dung tir thoi Phap, nay da qua cii ky, can phai sira chira, con nha 98 ThuyKhue thi moi nhung do yeu cdu ciia nha nuoc thu boi mot phan nho lam duong ven Ho Tdynen ciing phai pha di xdy lai. Hinh 3.3- Van phong giao tiep cua NXB Thong ke tai 86 Thuy KhueMot si loai hinh djch vu trong qua trinh san xudt dich vu dugc dien ra tai noi lam viec cuabin phong kinh doanh cua NXB Thing ke. Sau khi dam phan xong, ky kit hgp ding djchvu, trong qua trinh xuat ban, thoi gian thuong phai keo dai, khach hang co the khong can comat thuong xuyen, ma chi din khi cdn thilt thi khach hang dugc NXB moi din trao dii. 61
    • NXB khong bl tri phong tiip khach rieng ma tiep ngay tai phong lam viec tai 86 - 98 Thuykhue, Ha Ngi va 16 Nguyen Hue, thanh phi Hi Chi Minh, nhu vay thu hep dugc khoangeach giira lanh dao cac phong kinh doanh vai khach hang, tao cam giac gdn giii, dl hilu biltIan nhau, song nhieu luc ciing rat bdt tien khi khach bang phai cho dgi trong phong lam vieccua nguoi khac.NXB Thong ke khong co cira bang, quay bang ban xudt ban phdm rieng (dang ra phai c6),ma 6 do, it ra, phai co du loai XBP cua NXB lam ra trong nam, tao dilu kien thuan lgi chokhach hang den tham khao, tim kiem. Hien nay, khi khach hang cdn mua mot loai XBP naodo, khong biet mua 6 dau, do hoi den NXB, mot so co the dugc chi ddn can ke con da sokhong biet do khong co bien phap cap nhat thong tin thuong xuyen, se dugc tra loi qua loala den cac cira hang sach gdn nhdt tren toan quoc. Nhirng truong hgp nhu vay khach hangphai lang thang di khap cac cira hang de tim kiem, gdy mdt thoi gian, ton cong, ton sire, taocam giac kho chju cho kbacb hang, va tdt nhien hinh anh ciia NXBTK ve djch vu khachhang se khong dep.NXB ciing khong co noi rieng biet tiep nhan cac khieu kien, bao hanh, bao tri voi kbacbhang (viec nay dugc tiip nhdn tai noi san xudt dich vu). Do dugc thuc bien dich vu xudt bana nhilu noi ciing voi su lien ket voi cac nha sach ben ngoai, nen nhieu luc khong biet ngaynai nao xudt ban dl cbi dan khach hang din noi do khieu kien, bao hanh, bao tri.Hien nay, kbacb ciia phong nao phong d6 tiip tai noi lam viec cua minh. Noi tiep kbacb cuacac phong dugc ngan rieng trong khu san xudt dich vu. Do vay, noi tiip khach khong dugcchuyen mon boa cao, mot si noi thi tam la khang trang, song con mot so noi khac thi lugmthuom khong co tinh chuyen nghiep, it nhilu anh huong din kit qua cham s6c khach hangcua ca NXB. 62
    • Cac noi giao tiep nay co quan tam din mot si quyIn lgi truoc mdt cua kbacb hang nhu Idpthem dieu boa nhiet do phuc vu nhirng ngay qua nong hoac qua ret; bl tri 6 noi thoang matvl mua he, am dp vl miia dong, ban ghi va cac dung cu tiip tdn dIu sach se, khang tranglich su, tao cam giac thoai mai, it nhieu cung gdy dugc cam tinh voi khach hang.Qua thdm do chat lugng DVKH ciia NXBTK o bang 3.2 (trang 52), van phong giao tiipdugc khach hang chdm diem 6,4/10. Dilu do ciing noi len, dii vj tri thi thuan lgi, rdt tit chodjch vu khach bang, nhung phong con nho, chua thuan tien cho viec chdm soc khach hang.Nhan lam moi nha 98 Thuy Khue, can thue thilt kl cho phii hgp voi boat dong djch vu xudtban va djch vu kbacb hang. So voi mot si NXB hang ddu Viet Nam thi van phong giao tiipcua NXB Thong ke chua co tinh chuyen nghiep, NXB can phai quan tdm dung muc din noigiao tiep voi khach hang.b- May moc thiet bj Bdng 3.4- Danh sach TSCD va trich khau hao hang thang cua NXB trong nam 2006 Dan vi tinh: Trieu dong Phong sach Phong sach Phong sach Phong Don Thong ke Kinhtl TH-GT Quan lyTEN TAI SAN vi So Thanh So Thanh So Thanh So Thanh tinh lugng tien lugng tien lugng tien lugng tien1. Nha: DT sir m^ 66 58 76dung DT quy doi m^ 62,6 860 75,5 1.030 76,8 1.0502. May in opset Chiec 1 1.5003. May phoi ban a 1 200 63
    • 4. May Compac (( 3 1.060 3 757 4 3.026 3 911 a 5. Dieu hoa 3 1.029 6. May it 1 1.647 Photocopy 7. Nha 86 T. m 1.675 Khue 8. Oto Chiec 1 5.417 9. Trang Web Trang 1 738 10. May tinh xach Chiec 2 1.650 tay Tong cong 1.920 3.487 6.440 10.703 Ting si khdu hao hang thang toan NXB: 22.550.000; (270.600.000d/nam)Nguon: NXB Thong keloan bg may m6c, thiet bj ciia NXB TK phuc vu cho boat dong djch vu noi chung, djch vukhach hang noi rieng nhu sau:* May tinh: 15 chiec, da phdn la may tinh lap rap tai Viet Nam chat lugng khong cao, dugcphan bo rai rdc 6 cac phong, phuc vu cac cong viec: Ke todn, ban hang; website; che ban,thiet kl dl hga.* May cong cu: May in laser den trang nhieu loai 5 chiec, may in phim mdu 3 chiec, mayscan 3 chile, may anh 1 chiec phuc vu thiet ke my thuat anh, bia sach, tap chi, cac trang 64
    • quang cao (poster, to roi...), loai may nay da bit khau hao, khong theo doi tren bang trichkhau hao.* May photo: 1 chiec sao chup vdn ban phuc vu cho giao tiip voi khach hang va quan ly cuaC quan. O* May dien thogi co dinh: 10 cai, may fax 5 cai, dien thoai di dong 8 cai, phuc vu cho viecgiao tiep voi khach hang lien tuc timg phut timg gio. Ciing da hit khau hao.* 6 to: Mot chiec, xe may mot chiec thuong xuyen phuc vu cho viec di cong tac va giao tiipvai khach hang.*Mdy dieu hoa 3 chiec, dieu boa khong khi mat me ve mua he, dm dp vl mua dong phuc vucho can bg, cong nhdn vien NXB lam viec va khach hang den giao tiep.* Mdy in op set (mot mau, bon trang) phuc vu cho khach hang in thir, so lugng it, gdp gaplay ngay.Voi so lugng may moc thiet bj nhu tren NXBTK van co the phuc vu cho viec dich vu xuatban: Thiet ke my thuat, che ban nhanh phuc vu ngay tai cho neu khach hang yeu cdu nhu:thiet ke bia, trang quang cao; dan trang sach, tap chi.Hang chuc may tinh dimg cho che ban, thiet ke my thuat, bien tap, ke toan, ban hang nhungkhong dugc nli mang internet de giao tiip, cap nhdt, chia se thong tin, cap nhdt chuong trinhdiet virut (bao dam an toan cho he thing may tinh) dl phuc vu khach hang tit hon.Qua bang trich khau hao tren, chiing ta cung thay he thing may tinh, may cong cu phuc vucho boat dong djch vu xudt ban tuy chua nhilu, chua bien dai nhung ciing tuong dii ddy dundm rai rdc 6 cac phong, phuc vu cho boat dong dich vu xudt ban ciia NXBTK va chdm sockhach hang. 65
    • May moc thilt bj dIu sdp hit khau hao, gia tri khong Ion, dilu d6 ciing khang djnh rdng coso vat chdt cua NXB phuc vu cho dich vu khach bang la rdt khiem tin. Cdn phai trang bjthem ve si lugng va chdt lugng dl phuc vu cho cong tac DVKH. C6 nhu vay, mai dap imgdugc yeu cdu boat dong kinh doanh dich vu Idu dai.Qua thdm do chdt lugng DVKH cua NXBTK a bang 3.2 (trang 52), may moc thilt bj dugckhach hang chdm diem 6,1/10. Dieu d6 ciong noi len, may moc thilt bi chua dat yeu cdu choviec cham soc khdch hang.c- Bi quyet nghe nghiep xuat ban tac dong den dich vu khach hangBi quyet nghe nghiep la coi "Khach hang la thugng dl", tir do mgi hanh dong: Chgn dl tai,bien tap, sira bong, thiet ke, che ban, ban hang, thoi gian nhanh chong, chinh xac, kjp thai,dap img yeu cau khach hang, vi muc tieu "Thugng de" bai long.+ Bien tap: Giao djch, trao doi voi tac gia (bode khach bang) trong qua trinh bien tap ngidung; chau chuot loi vdn, them bat tir ngij, xac dinh ddu chdm, ddu phdy, dung chinh ta,dung ngir phap, lam cho cau vdn ngan ggn de hieu, ton trgng y do cua tac gia. Nhung doanvan chira dung ngi dung vi pham Luat Xudt ban va cac quy djnh khac cua Nha nuac tbicuong quyet cdt bo.+ Dgc bong, sodt Idi: Nguoi dgc bong phai ti mi, chinh xac, co cho nao con nghi vdn traodii ngay voi nguoi hilu bilt ban, dl tim phuong an toi uu. Thong thuong viec nay hay bj saisot do nguoi sira loi khong lam hit. Do vay, phdi kilm tra, dii chieu bong vai can, phim.+ Thiet ki, che bdn: phii hgp voi y tuong ciia khach hang, bien tap vien dl thiet ke, lapmaket; xu ly text, hinh ve, anh; chi ban bong, can, phim cho phii hgp. m
    • + Dich vu in: Tdt ca dugc thuc hien nghiem tuc theo mot lich trinh da dugc quy dinh tronghgp ding, thuong xuyen kiem tra don doc de phat hien sira chira kip thai, giam thiet baitrong khau in - hoan thien.+ Dich vu bdn hdng: Tim phuong thuc ban hang thich hgp cho timg doi tugng khach hang.T6 chuc ban XBP true tiep, ban hang qua mang cho ban dgc hoac ban buon cho cac nha kinhdoanh, cac tl chuc, ca nhan c6 nhu cdu buon ban XBP, nhiet tinh chu dao. Luon Idy khachhang lam trgng tdm, nhu: Khi van chuyen giao xuat ban pham cho khdch hang, tdt ca XBPdugc dong goi cbdc chan de bao ve, tranh bu hong, mdt mat (hinh 3.4) Hinh 3.4- Cac loai hop dung XBP khi van chuyin din vol khach hang. 1323231 K m ; ^ ^ ^ fe? WNSSKPHAPtSJT i:::K.Quang cao tren cac loai phuong tien truyin thong: Internet, bao dien tir, bao gidy, tap chi,poster... dIu co duong dan, huong dan din noi giao tiip thuan lgi nhu he thong cira hang,website ciia NXBTK (xem binh 3.5, 3.6 va phu luc si 5, 6, 7 tir trang 107 den trang 110)Hinh 3.5 - Quang cao sach tren bao dien tu co du-ong link din website cua NXB COA N H A NQHifiN Cl>U, Q U A N LV 67
    • Hinh 3.6-Ta roi quang cao sach co in hu*6ng dan mua, ban sach tru-c tuyen H I M N G G A N MUA, BAN SACH TUfXA TONG c u e THONG KE CAC Bi;<5C MUA. BAN Ttf XA 1 Gin ^fttig ky mua s a d / L 6 n ddu ti#n < Z V cong bo £ 2 •< Gui h6a dem G T G T va s S t h Z m >UJ z CO •Ul 3 Tra t.sr: sa,ti m CHU THiCH CAC Bl/dC 1 - Khi mua. gifi dang ky mua sSch d^n Phong CBI -Nha xual ban ThOng « Dang thu noac fax, dSng ky co nfii dung: (I) Ten dor vi. i2) Oia cfii: (3) Ho I6n ngaOi giao dich, !el, fax, websiie; (4) 56 Ijang, ih^inb tifin; (5) Thi tri/ong ddn vi ky len dong d i u . 2 - Nhan difdc dang ky mua sacn, NXB Thong kfe s6 lap hoa don gia Ir; gia tang (GTGT) gir, k6rr, vfii sSch d^n don 3 - Nh^n dudc sSch va hoa d m GTGT, dmi vi mua ti6n hanh tr^ tiSn cho NXB Thfing k6 bIng chuy6n kho^n hoac gCri liSn mat qua bi/u difin thee dja chi, tai khai^n nggn hang ghi fr^n hoa dem GTGT BO SACH Dfln gia : 1 250 000^.i;a { J (tuySn) i^6>r, cs cwK phi Ydn chuyen den ngu&mua) SO LIEU THONG KE VIET NAM Win hlii etti lirl fuin rm liin hf: THEKYXX M m P h t t i g d i l - NHA XUAT BAH T H 6 H G K £ ) SE - Th-j-,- KWA - To/ He • H^ Hl>t BT (Ml i 471 4a:f- Fa*. !04; B 473 T U NHA XUAT BAN T H 6 N G K £ Ema^: nibthongfcB.cbi^l^wi Ma NOI. lliani) 4J20O5Tai bang 3.2 trang 53 ket qua dieu tra khach hang cham dilm cho chdt lugng nay 7,5/10 datloai kha that hiem hoi so voi cac chat lugng khac.d- Giai phap ky thuat xuat banDu he thong may tinh cua NXBTK con lac hau, nhung cung da ap dung triet de khoa hgccong nghe, dua giai phap ky thuat vao cong tac xuat ban. Cac phan mem diing cho che ban,thiet ke do hga, xu ly hinh anh, ve ky thuat Word, Excel, QuarkXPress, Corel, Photoshop,Ilustrator, 3D.... E-mail, Internet...Mot so phong kinh doanh da xay dung quy trinh ky thuat cho cac khau dich vu xuat ban, quytrinh ky thuat nay ap dung triet de cho cac dich vu xuat ban nhu duoi day:+ Bien tap: 68
    • - Khi bien tap, nhimg doan van can cat ggn hoac them cho ro nghia, c4n dugc vilt c4n thande doc tren giay trang de nguoi khac khong bi nham l§n. Moi mot nguoi bien tap dung motloai but C mau khac nhau de de phan biet, co chii ky xac nhan nguoi bien tap, sua bong, Osoat loi.- Giao dich, trao doi voi tac gia hoac (nguoi co trach nhiem) trong qua trinh bien tap noi dung;- Trau chuot loi van, them bdt tu ngu, xac dinh dau cham, dau phay, dung chinh ta, dung nguphap, lam cho cau van ngan ggn de hieu, dung y nghia cua tac gia, khong bi sai lech. Haynoi each khac la lam cau noi giua tac gia voi ban dgc, sao cho ban dgc de dang hon trongviec cam nhan tri thuc ciia tac gia can truyen ba.- Kilm duyet ngi dung sao cho tai lieu khong chua dung ngi dung vi pham Luat Xuat ban vacac quy dinh khac cua Nha nuoc.- Khi lam cac cong viec tren doi hoi nguoi bien tap phai co y thuc, tap trung, khong tiiy tiensira chua, co ch6 nao chua hilu thi hoi tac gia hoac nguoi hieu biet hon.- Nen manh dan trao d6i voi tac gia, dl xxxk thay doi noi dung, hoac cit bo nhung tir ngii,nhung doan khong hay, khong phii hgp, vi pham Luat Xuat ban.+ Doe bong, sodt loi:- D6i chilu giua bong voi g6c, giua bong voi maket trinh bay, giua can voi bong cuoi, giuaphim tach mau voi ban mau dl phat hien thilu sot, chi dinh sua lai. Tranh sua sot dan denphai huy can, phim.- Ngoai ra, con phai sira cac loi thong thuong ma nhimg cong doan truoc chua phat hien rahit nhu loi chinh ta, 16i ky thuat.- Yeu cku nguoi dgc bong lam phai ti mi, chinh xac, co cho nao con nghi van phai hoi ngaynguoi hieu biet hon. 69
    • + Che bdn:- Nhan ban thao, dii lieu,... tir t6 bien tap (hoac nguoi co trach nhiem), phdi hgp voi t6 bientap lap maket trinh bay, tai lieu phuc tap c^n phai xin y kiln cua truong phong.- Giao dich, trao ddi voi tac gia hoac (nguoi cd trach nhiem) trong qua trinh chi ban, thiltkl, tao mau, hinh ve, xir ly anh lam tai lieu.- Chi ban cd the tien hanh truoc hoac sau khi bien tap, tiiy timg truong hgp ma lam cho phiihgp.- Thiet ke, tao mau, hinh ve, xir ly anh lam bia, mot sach, td roi, trang quang cao (ggi chungla tai heu).- Tien hanh nhap tex, dan trang theo maket da thdng nhat (nen nho cac thdng so ve khudnchir, loai chii, co chii, each ddng, each doan sir dung chii yeu d: cac trang; bieu bang; tieu dephan; tieu de chuong; muc Ion; muc nhd... Tiiy timg loai sach ma lira chgn chuong trinh cheban phu hgp.- Sua Idi va tu ddi chieu tren may, in bdng, in can, in phim theo chi dinh, tranh sira sot danden phai huy can, phim.- In bdng, can, phim, dia CD-rom chira dung cac file cua tai lieu, chuyen giao cho td bientap.- Lam viec va luu giu dir lieu tren may tinh nhu huong din sir dung may tinh.- Luu giir, bao quan ban thao, bdng, cac vat lam mau trong khi lam viec cho den khi chuyingiao cho td bien tap.Nhiet tinh thuc hien cac cdng doan xuk ban nhanh chdng, chinh xac, kip thoi, dap ung yeucau cua khach hang. 70
    • Tai cuoc dieu tra su danh gia chit lugng, tdng hgp tai bang 3.4 trang 63, khach hang chamdilm chat lugng cho giai phap ky thuat dat loai kha, dilm 7/10. dung nhu danh gia cua luanvan.e- Website cua NXB Thong ke* Y tirong thilt ke ban 6ku la rat hay, website huong ve dich vu khach hang la chinh. Dayla cdng cu chii yeu trong dich vu khach hang. Cd thi md ta nhu sau: Hinh 3.7- Trang chu Website: www.nxbthongke.com.vn I NHA XUAT BAN THONG KE Jstical Publishing House W W EfHM book ^ IrrtraJuctiMi © Hirdng dfin mua s&chO GIOI THIEU CHUNG A E C D E F G H I J K O x e n sacl-O TrNTI>CVASUKIEN TiM NHANH TlMCHiTi^T^f^ HU6MG DAN GIAO DICH^ XUAT BAN, IN, PHAT HANH SACH DA XUAT BAN 0ANG BANO SACHOAXUATBAN Ma s o : KT 2007/4,1 T e n s a c h : KINH T§ HOC l . i i c h Thang ke Tac gia: David Begg - Stanley Fischer - Rudiger Dornbusch L o a i s a c h : 4 , 1 - Nghien CLAJ. Quan ly kinh te tong hgp 3,Nie!r!giam Gra b a n : 1 75. 000 dong 4, So lieu vS P.tich T.kS Con sach Bai t i p KJnhte hoc So, ^J.vu, N.ciJnj T.ke, e.N.ohj, quan y 7,Tlnh9C va m^y tinh Ma s o : KT 07.2/4.1 T e n sach: B A I T A P K I N H T E H O C 3. Giao trinh OH-C£) Thj truvng chung Tac gia: Damian Ward - David Begg khoan - Tro choi •i. VJSn ban phap lui L o a i s a c h : 4 , 1 - Nghien CLfU. Quan ly kinh te tong hop va nhung thu phap lam giau 10, English book Gia b a n : 35. 000 dong Con sach V^n h6^ phSmNam 2005, do nhu c4u phat triln ciia hoat ddng kinh doanh, NXB ciing xay dung dugcwebsite dl quang cao thuong hieu NXB va gidi thieu san ph4m, ban hang true tuyln. Daycung la dien dan dk khach hang trao ddi voi NXB. 71
    • Vdi khoan tien hon 30 trieu ddng thue thiet ke va tri tue cua hang chuc nguoi, sau 6 thangnghien cuu, thiet kl, xay dung, dau nam 2006 website b^t dkx khai truong hoat ddng. Muctieu cua website la cung cap tdi da thdng tin can thilt cho khach hang ve Nha xuat ban, ciingnhu xuat ban pham de khach hang biet, thuan tien trong giao dich.Nhin vao trang chu cua website, ta thay ket cau website tuong ddi hop ly va thdng dung nhucac website khac, gdm 3 phan chinh: phan banner; cot ben trai (tieu de muc); cot d giiia (gidithieu hinh anh, tdm tat ndi dung sach da xuat ban); cot ben phai (gidi thieu hinh anh, tdm tatnoi dung sach tieu bieu dang ban chay nhat) va cdng cu tim kiem nhanh, tim kiem chi tiet;huong dan mua hang, giri thu cho ban neu can, in ra giay...+ Phdn ddu- Banner: Trang tri mau s^c trang nha, cd hinh logo NXB chuyin ddng tren nen logo Tdngcue Thdng ke, thi hien mdi quan he hiiu co giiia co quan chu quan vdi NXB. Phan nay cdnC cira sd danh rieng cho quang cao, d day chuyen quang cao cac cudn sach tieu bieu, hien Onay la cuon "Kinh tl hoc - David Begg*Dudi chan banner la cac duong ddn din: Trang chu dl nguoi truy cap de dang quay trd laitrang chii khi dang a chuyen muc khac; English book- danh rieng cap nhat sach tilng Anhhoac song ngir Viet - Anh; hitroduction - thdng tin bang tilng Anh. Ca hai chuyen muc nayphuc vu cho ddi tugng khach hang la nguoi bilt tilng Anh; Huong dan mua sach - Huongdan chi tilt cho khach hang mua sach true tuyln qua mang. 72
    • Hinh 3.8- Phan dau trang chu Website: www.nxbthongke.com.vn-Phdn tim kiem sdch: gdm tim kiem nhanh va tim kilm chi tilt theo cac tieu thuc: Ten sach,ten tac gia, ma sd sach, loai sach, ten NXB, thang nam xuat ban, rk thuan tien cho khachhang tra ciru sach. Hinh 3.9 - Cong cu tim kiem nhanh, tim kiem chi tiet sach tren website TIM NHANH TlMCHITl^T^ # Ten t^c gia . ^ O P o l< S T U V {JANG B A N TIM KIEM SACH 0 5 y la phan t i m ki£m chi Wet (b.3n phai chpn it nhat mot tiiong tm tim kiem) Theo mS so Ten sdch Batl3p tjnhte hoc LQ^IsAch T e n t d c Qia (dich gia) Ten Nhd xuat ban Thang, nam Kuat ban Tu triiwng chiifig (mm/yyyy) l<h*». - Tro chcfi lam 9 i ^ j 73
    • + Ph&n cot ben trdi gdm cac tieu de muc chinh cua website:- Gidi thieu chung: Trong muc nay dugc chia thanh nhilu muc nhd: vai net chinh, tru sd lamviec, Ban Giam ddc, tdn chi muc dich, chuc nang nhiem vu, so dd co c4u td chuc, kit quahoat ddng kinh doanh de khach hang tham khao tim hieu cac thdng tin vl Nha xxk ban.- Tin tire vd su kien: Cac tin tuc ve xu4t ban, in, phat hanh va mdt sd tin tuc sir kien khacmdi cd d Nha xuat ban.- Huang ddn giao dich xudt bdn, in, phdt hdnh: Muc nay giup cho khach hang bilt thu tucc^n thiet khi den lien he xuat ban, in, phat hanh- Sdch da xudt bdn: Xuat ban pham dugc phan loai thanh 8 loai Idn, trong moi loai Idn dugcchia nhd hon nham giup khach hang de dang truy cap, tim kiem sach khi can.- Sdch sdp xudt bdn: Thdng bao cho khach hang biet trong thoi gian va noi dung sach se xuatban de khach hang biet, chuan bi giao dich vdi Nha xuat ban.- Gop y phe binh: Tao dieu kien cho khach hang ddng gdp y kien hoac phan nan ve dich vucua Nha xu4t ban Thdng ke, thu gdp y va dang ky mua sach se dugc tu ddng chuyen ve E-mail: nxbthongke(a),hn.vnn.vn hoac nxbthongke-cbi@fpt.vn- Ddng ky nhdn tin sdch mai: Yeu cdu NXB giri tin thdng bao cd sach mdi xuat ban chokhach hang bilt dk chu ddng trong mua ban.- Lien kit website: Day la muc tao cho khach hang thuan tien chuyen den cac website khacnoi tieng hoac lien quan khi can.- S6 Idn truy cap dk lam co sd phan tich khach hang truy cap it hay nhilu vao website, tir ddC bien phap thich hgp tuyen truyin quang cao website, dilu chinh cho phii hgp mang lai lgi Oich cho Nha xuat ban (xem bang 3.5). 74
    • Bdng 3.5- Bang thong ke so lu-ot truy cap website NXBTK s6 Solu-ot Thoi gian Luy ke Ghi chu lu*ot bq/thang 5 thang cudi 2005 7 500 7 500 1 500 Khai truong, quang cao so sai 12 thang 2006 36 000 43 500 3 000 Khdng quang cao Thang 1/2007 3 500 51 000 3 500 Khdng quang cao Thang 2/2007 4 000 54 500 4 000 Khdng quang cao Thang 4/2007 10 500 64 550 10 050 Cd chien dich quang cao ban sach Kinh te hgc tir cac cdng cu truyen thdng internet, e-mail, td roi, porter.Nguon: NXB Thong keQua bang 3.5, chung ta ciing th^y vai trd cua viec tuyen truyen quang cao la rat can thiet, chitrong thang 4/2007 so m truy cap da g^p 3 din 5 lin thang truoc. Nhu vay, viec cham sdckhach hang se tdt hon.+ Phan cot giita (Sdch dd xudt bdn): Gidi thieu sach da xuat ban, muc dp tir so luge dinchi tilt vl hinh anh, tdm tk ngi dung va mdt sd thdng tin ky thuat ciia cudn sach. Ngoai ra,con cac ho trg huu ich cho khach hang nhu: Cap nhat sach can mua va tinh tien vao bandang ky mua sach; giri tin cho ngudi than thdng tin cua sach hoac in ra giiy. 75
    • Hinh 3.10- Phan cot gifra trang chu Website: www.nxbthongke.com.vn SACH EiA XUAT BAN Ma so: KT 2 0 0 7 / 4 , 1 T e n s a c h : K I N H TE H O C T a c gia: David Begg - Stanley Fischer - Rudiger Dornbusch Loai s a c h : 4 , 1 - Nghien cij^j. Quan ly kinh te tong hcfp Gia b a n : l 75, 000 dong Con s a c h © Xemchitiet^ @ Mua s a c h j M5 so: " 1 J.7 ^ T6n sAch: LUAT OAU THAU - L U A T XAY DI/NiG VA c A c VAN BAN HUONG DAN THI HANH Tac gia: bo KM&DT 1 miiMxm Loai sach: ?.1_; Tonq hi3p Cia ban: J8 OCMJ dcng m VLXiimrtm-mniim Con sach @ XemchitJ^y ^ Muasichj 1 a-~,r.-- Ma so: -A ^7 T€n sach: TLf HOC PHOTOSHOP CHO NGlTai M O I y^— •^^^wr""7jii BAT DAU i^HR^^ 1 Tac gia: rjhcm Viet Van I^^S Lo^i<ich: K-A- Adobe P^otoshoc Oia ban: 16. O O <jrjnQ O Con «ach ^ Xem cN tiet^ @ Mu« l i c t y l^^^^^«m«^^K»M£ 1+ Cot bin phdi (Dang bdn): Gidi thieu nhimg cuon sach tieu bieu dang dugc ban, muc do tirso luge din chi tilt hinh anh, tdm ik ngi dung nhu d cot giua.Qua md ta tinh nang va cac gia tri gia tang cua website Nha xuat ban Thdng ke, chung tath§y website hoan toan huong vl khach hang, vdi muc dich tdi da tao su thuan tien chokhach hang khi giao tiip voi Nha xudt ban. Dilu dd khing dinh Nha xudt ban Thdng ke cd 76
    • quan tam den dich vu khach hang, mong mudn cham sdc khach hang nhilu hon dk dat mucdich kinh doanh dich vu xuat ban ngay cang phat trien.* Tuy nhien, thirc te hoat dong cua website con nhieu diem can khdc phuc ngayTai cuoc dieu tra su danh gia chat lugng, tdng hgp tai bang 3.2 trang 52, khach hang chimdilm chat lugng website cua NXB dat loai trung binh, diem 5,1/10. Ly do lam sao nhu vay.Luc dau website dugc mot phdng kinh doanh quan ly khai thac va chiu mgi chi phi. Sau khaitruong hoat ddng dugc mdt thoi gian lanh dao co quan quyet dinh giao cho Phdng Td chuc -hanh chinh quan ly, td chuc hoat ddng. Tir dd den nay thdng tin khdng dugc cap nhat thuongxuyen, cham sdc khach hang khdng dugc chu dao, ndi chung website khdng dugc quan tamdung muc, cd nguy co bi chet.Chiln luge ban dau chua cd khau ngii. Nay vSn chua dua ra dugc khau ngir. Chua dua rachien luge cu the cho timg giai doan.Viec duy tri hoat ddng hang ngay cua Website, lanh dao co quan chua danh gia dung vai trdquan trong cua Website, tir dd khdng cd su quan tam chi dao dung muc. Quan ly, dieu hanhhoat dong do Phdng Td chuc - hanh chinh, khdng phai la phdng kinh doanh khdng cd kinhnghiem, nghiep vu, chuyen mon.Thong tin khdng dugc cap nhat thuong xuyen do khdng cd ngudi thu thap, nlu cd thi cungkhong dil, so sai vl ndi dung, hinh anh khdng dep...Cham sdc khach hang gAn nhu hoan toanla khdng lam, ckn phai cd ddi ngu hau chn, nhung d day khdng cd. Khdng tac ddng vdi caccong cu tim kilm, khdng tuyen truyin quang cao tren cac phuong tien truyen thdng vlwebsite cua minh. Chua cd sd dien thoai ndng dl khach hang phan anh tuc thoi mdi khi hgcan. 77
    • Mac dil phan loai sach da phong phu xong cdn cuns nhic.Vidu: cudn ""Nien giam thdng ke" khi sap xep phan loai chi cd mot loai la sach "men siam".Trong khi dd cd the xep vao mdt sd muc hen quan khac dk nguoi tra cuu de tim hon nhu:lieng Anh". "kinh te xa hgi".Ph^ gidi thieu chi tiet e cudn sach cdn so sai cuoi cimg nen cd muc danh gia hoac gdp vkien ciia ban dgc de ban dgc trao ddi vdi nhau thi tdt hoiLPhan hitroduction (gioi thieu bang tieng .Ajih) den nay -an chua cd thdng tin nao. muc dichla de ddi tac nuoc ngoai tru- cap, tim kiem de hgp tac thi nay chua lam dugc.Bp phan hau can cho hoat ddng cua X^ebsite chua cd. con ngudi lam khdng chuyen nghiep.Tim hieu k ung dung thuong mai dien tir qua 2C0 chua cd. Thdng bao cd sach nhungkhach hang dang k mua thi khdng ban do ngai khd hoac thdng bao het sach.Chua cd phin cung cap sach mien phi nhu thdng tin ve sd heu thdng ke cho mgi ngudi truycap. mot so cudn sach cung nen dua ndi dung len mang de thu hut ngudi sir dung thuongxu}en truy cap thdng tin.- Mot sd cudn sach de cap den nhieu linh Trc nhung khi phan loai ghi ma sd thi chi ghi mdtfinh MIC do ky thuat phan loai. Tir dd, lam cho ngudi tim tii cdng cu tim kiem khd thoa manyeu cau.Trans web chua sdn2 ddng. chua h ^ dan, tdc do truyen cham; cac thdng tin cap nhat cham,khdng thuong xuyen; chua cd chuong trinh khuyen mai. qua tang:Lien kit -ebsiTe -cri cac website khac cdn yeu, mdi chi cd mdt duong Unk di va den mot noi.Trone khi dd khdne cd dudng link din cac trang: google. Mm. -nexpress...
    • Banner chua thuong xuyen thay ddi thay cho timg cudn sach uu tien. Da cd hop thu gdp ycua khach hang nhung phan ung cdn cham. Cd muc dang ky, nhan tin cua khach hang nhungchua chuyen tin bao gid.Khi nhan dang ky mua sach qua web khdng thdng bao cho khach hang bilt bao gid ho nhandugc hang.Chua tao dien dan cho nguoi dgc ndi nen nhiing suy nghT cua minh vl cac xuk ban phimcua NXB TK va cac hoat ddng khac.3.2.4- Nhan vien tiep xiic (chat lirotig chii-c nang)Toan bo ddi ngu can bg, nhan vien trong NXB va mot sd chuyen gia lam cdng tac vien biensoan, bien dich, hieu dinh la ngudi ngoai co quan song deu la ddi ngii cung ung dich vu. Ciday, doi ngii nay cd the chia lam 2 nhdm: Nhan vien tiep xuc vdi khach hang va nhan vienkhong tiep xuc vai khach hang.Nhan vien khdng tiep xuc vdi khach hang la ddi ngii bao gdm tir Giam ddc, Pho giam ddcdin can bo quan ly hanh chinh, nhan vien hanh chinh, nhan vien ke toan, va nhiing nhan viencao cap, cdng tac vien, chuyen vien cao cap (tac gia, dich gia...), khdng tiep xuc vdi khachhang song dIu thugc ddi ngu cung ung dich vu. Trong md hinh Servuction, bg phan chatlugng chuc nang khdng de cap den ddi tugng nay.Nhan vien tiip xuc ciia NXB lai chia lam hai loai, gdm: Nhan vien tiip xuc, va nhan vientiep xuc cap dudi.- Nhdn vien tiip xdc gdm cd: Truong, pho cac phdng kinh doanh, cac nhan vien dich vuchuyen trach: Marketing, bien tap, chi ban, thilt kl my thuat, ban hang,... Nhan vien tiepxiic true tiip khac thuc hien cung ung dich vu chinh cho khach hang. Trong qua trinh cung 79
    • umg dich vu hg phai tiep xuc vdi khach hang, thuc hien cac giao tiip ca nhan theo cac quytrinh dich vu, dugc thiet ke trudc hoac theo yeu chu dac biet cua khach hang.- Nhdn vien tiip xuc cdp dwai khdng cung ung dich vu chinh cho khach hang, nhung hg vantrue tiip tiip xiic vdi khach hang. Hg thuc hien nhimg cdng viec phu trg cho hoat ddng dichvu chinh. Dd la nhiing ngudi bao ve, lai xe, trong giu xe, nhan vien ve sinh, nhan vien tapvu, nhan vien hanh chinh, ke toan, nhan vien quan tri he thdng may tinh.Chat lugng dich vu khach hang theo chit lugng chuc nang hoan toan dugc danh gia dua vaonhung ngudi tiip xuc, bao gdm.Trong cugc dilu tra su danh gia chit lugng, tdng hgp taibang 3.2 trang 53, khach hang cham diem chit lugng cho nhan vien tiip xiic dat loai trungbinh, diem 6,1/10. Day la diem trung binh cua 7 tieu thuc: Tac phong; ung xir; sEn sangphuc vu; quan he ndi bg; hinh thuc ben ngoai; kha nang tiep can; giao dich vdi khach hang . (1) Ve tac phong ngudi giao tiep (5,5/10 diem)Tac phong giao tiep cua nhan vien tiep xiic NXBTK da phan la lich thiep, td ra tdn trgng,than thien, quan tam va tdi khach hang. Tuy nhien, nhin dudi gdc do DVKH thi chuamang tinh chuyen nghiep, hoan toan tu phat theo truyen thdng. Do dd anh hudng ratnhilu din chit lugng DVKH cua toan the NXB. Tai cugc tham dd chat lugng dich vukhach hang cua NXBTK, bang sd 3.2 trang 53, khach hang danh gia tac phong phuc vucua nhan vien tiip xiic khi tham gia DVKH dat dilm 5,5/10. Nhu vay, chi d muc trungbinh, cd nguy co cao bi khach hang tir choi hgp tac.Nhung dilm dat dugc dd la: Su nhanh nhen, than thien, lich su, ludn nd nu cudi thanthien vdi khach hang.Nhirng dilm bi danh gia thip dd la: Cham chap, i lai viec cho ngudi khac; khudn matkhdng tuoi tin, nhilu liic mat lich su vdi khach hang 80
    • - Nhan vien giao tiep cd thai do than thien, lich su la chua du, ma cdn cin co ging nang cao tinh hieu qua khi giao dich vdi khach hang. - Danh thoi gian gap go true tiip khach hang bdi dilu do cd thi lam tang cuong moi quan he giiia NXB va cac ban hang Idn. - Cam on tdi nhiing khach hang da lam ngudi gidi thieu cho NXB, bdi hg chinh la ylu td giiip nang cao nhan thuc vl san pham, thuong hieu cua NXB trong cdng chiing. - Ludn nd nu cudi than thien vdi khach hang, chinh thai do va tinh thin tich cue khi phuc vukhach hang se dem lai sir hai long cho ca nhan vien va khach hang.- Dil hiu hit giao dich vdi khach hang dugc thuc hien thdng qua dien thoai, fax, email,...nhung van can duy tri va khdng ngimg cai thien chit lugng dich vu tai cac dilm tiip xiic truetiep vdi khach hang.(2) iTng xu ciia ngudi giao tiep (5,5/10 diem)Mot dich vu khach hang chuyen nghiep la dich vu ma d dd, nhan vien ludn phai td ra nhayben trong viec ddi phd vdi nhimg khd khan hay tinh hudng bat ngd. Vi the, nhan vien phaiC kha nang phan tich tinh hudng, nhanh chdng dua ra quyet dinh nham dam bao su hai long Ocho khach hang.Ve van de nay nhan vien tiep xiic cua NXBTK ndi chung hoan thanh nhiem vu nhung thuchien chua tdt, cu thi: Ndi nhilu dieu khdng hay trudc mat khach hang; ndi ndng khi khachhang yeu cau qua quat, ...(3) sin sang phuc vu (6/10 diem)Nhan vien cin duy tri mdt thai do lam viec nhiet tinh, ham hoc hdi va ludn tim tdi sang taotrong cdng viec. Chinh thai do tich cue se quylt dinh mot phan khdng nhd tdi kha nang vathuc tl lam viec ciia nhan vien, dem lai nhimg lgi ich cu thi cho NXB cung nhu khach hang. 81
    • - Ngan chan mdt nhan vien khac sin sang giiip do khach hang . - Khi cd khach hang mudn cin su chi din, giup do thi tir chdi... Sir sdt sang hoac san sang cung cip dich vu cua mot sd nhan vien chua cao, chua dung liic, kip thai nhu: hit gid lam viec vin cdn khach hang thi nhan vien tiip xiic sin sang dimg laikhong lam viec, ddng cira, yeu cau khach ra vl ngay mai lai din. Do dd, gay cam giac khdchiu cho khach hang.(4) Quan he noi bo (7/10 dilm)Trong moi phdng kinh doanh cua NXB quan he ndi bp la rit cin thilt, nd tao nen su gin kitgiua cac nhan vien vdi nhau, tao ra tinh than hang hai lam viec dat hieu qua cao.Khi gap khd khan cd tinh than tuong trg, sSn sang giiip dd nhau hoan thanh nhiem vu. Dongvien khich le Ian nhau trong cdng tac va hgc tap. Song, van cdn mdt sd ngudi cdn do kj,ghen ghet, gay can trd trong cdng tac DVKH.(5) Hinh thuc ben ngoai (7/10 diem)Da sd ngudi giao tiep ciia NXB la ngudi cao rao, hinh dang dep, an mac ggn gang, sach se,an ndi de nghe, lich sir, de dang thuyet phuc khach hang.Vin cdn mdt so nhan vien tiep xiic an mac chua ggn gang, cd the dudng xa, khi den ca quan,bui bam bam vao quin ao, tdc tai bii sii lam giam sir hap dan vdi khach hang.(6) Kha nang tiep can (5,2/10 diem)Cd mot so nhan vien cdn e re, ngai ngimg khi tiip xiic vdi khach hang, khdng dam gan guivdi khach hang. Trong giao tiip vdi khach hang chua mong mudn lam cai gi dd an tugng vdikhach hang, thudng chua lam theo nghia vu thdng thudng, theo phep lich su binh thudng,lam cho xong, chu chua cd tu tudng lam dl nang cao quan he vdi khach hang.(7) Giao dich vol khach hang (6,7/10 dilm) 82
    • Thong tin vdi khach hang bing ngdn tir cua ho; ling nghe y kiln khach hang; dilu chinheach giao tiep ddi vdi nhiing nhdm khach hang khac nhau va cd nhu cau khac nhau; giaithich ve ban than qua trinh dich vu; chi phi het bao nhieu va nd giiip giai quylt dugc nhungvin de gi.Tom lgi, chat lugng chuc nang hoan toan dugc danh gia dua vao nhiing ngudi tiep xuc, baogdm: Tac phong; ung xir; san sang phuc vu; quan he ndi bg; hinh thirc ben ngoai; kha nangtiip can; giao dich vdi khach hang...Neu ddi ngii nhan vien thuc hien tdt nhung tieu chuantren trong qua trinh tiep xiic, phuc vu khach hang, dii true tiep, qua dien thoai, thu viet tayhay e-mail, nhirng lgi ich thu dugc cho NXB la rat dang ke. Vi vay, viec trien khai, tao ramot mdi truong than thien, lich su trong NXB, nhan vien ddng vai trd trung tam la rat quantrong.Co thi ndi, ddi dien, phuc vu khach hang la mot cdng viec mang tinh thir thach cao bdikhdng dl dl lam hai Idng khach hang, dac biet khi ho cd nhung phan nan vl chit lugng sanphim, thdi han giao hang khdng diing,... Dilu quan trong la nhan vien phai bilt lang nghe,tim ra nguyen nhan khiln khach hang khdng hai long, dua ra hudng giai quylt, hay chi it lahudng dan khach hang gap bg phan cd trach nhiem dk dugc giai quylt va ngoai ra, cin thehien sir quan tam bing hoat ddng theo doi nhu ggi dien hay giri e-mail nham kiem chungmuc do hai Idng ciia khach hang.3.3- Ket luanQua qua trinh lam viec va nghien cuu thuc trang dich vu khach hang d Nha xuat ban Thdngke, tdi thiy cd mdt sd im, nhugc diem sau: 83
    • *Mat ini diem:- Lanh dao Nha xuat ban cd quan tam den dich vu khach hang, cu the la dang nghien cuu sipxip lai C cau td chuc, hoat ddng cua Nha xuat ban de tap trung cho cdng tac xuit ban ndi Ochung, dich vu khach hang ndi rieng, dang cd du dinh cai tao va cimg cd Website, md cirahang ban va gidi thieu xuat ban pham.- Cip quan ly: san sang, nhiet tinh tham muu cho lanh dao trong viec xay dung va ddi mdi tdchuc hoat ddng, chi dao nhan vien cua minh di diing hudng dich vu khach hang.- Cip tac nghiep: Tu hgc hdi, cd gang vuon len lam dich vu khach hang vdi muc dich nangcao quan he vdi khach hang.- Nha xudng, tru sd, van phdng giao tiep dugc uu tien cho dich vu khach hang trong dieukien thuc cd ciia Nha xuat ban.- Da xay dung Website dl lam cdng cu cho dich vu khach hang, cap dien thoai cd dinh, didong mien phi cho can bg giao tiep sir dung.- Danh thdi gian, tiln cua, cdng sire cho viec tiip khach hang, nham nit ngan khoang eachgiiia lanh dao vdi khach hang.* Nhuoc diem- Lanh dao Nha xuit ban chua thim nhuin dich vu khach hang, chua quan tam dung mucdich vu khach hang vdi tilm nang sSn cd, chua hoach dinh chiln luge cho dich vu khachhang, chua td chuc hdi nghi khach hang, qua dd tiip thu y kiln ddng gdp, tim nguyen nhankhac phuc khiem khuyet.- Cip quan ly: cung nhu lanh dao chua hilu hit vl dich vu khach hang, chua quan tam diingmirc din dich vu khach hang, chua tham muu, kiln nghi hgp ly vdi lanh dao vl dich vu 84
    • khach hang. Chua cd each lam dich vu khach hang cho timg ddi tugng khach hang, khdngthudng xuyen kilm tra, giam sat nhan vien trong giao tiip dich vu khach hang.- cip tac nghiep: khdng dugc dao tao vl DVKH, hudng dan cu thi vl dich vu khach hang,hanh xu theo cam tinh truyin thdng, cd liic lech muc tieu khach hang la thugng dl.- Co sd vat chit ngheo nan, lac hau, chua xiimg vdi tilm nang ciia Nha xuit ban, nha xudngcii ky, may mdc, thiet bi lac hau. Website xay dung xong khdng quan tam din viec chamsoc, khach hang cd thu den thi tra Idi khdng kip thdi.- Chua xay dung quy trinh dich vu khach hang, cham sdc khach hang tu phat theo kilutruyen thdng, khdng khoa hgc va bai ban, chua cd phuong phap dich vu khach hang cho timgloai khach hang.- Chua cd chinh sach dich vu khach hang cho ddi tugng khach hang tiem nang, ngudi dintham gan nhu khdng chu ddng chi la ngau nhien, chu ddng viec nay can phai tuyen truyenquang cao gidi thieu Nha xuat ban, xuat ban pham, md cira hang gidi thieu va ban xuat banpham. 85
    • CHirONG 4 MOT SO KIEN NGHI, GIAI PHAP NHAM NANG CAO CHAT Ll/ONG DICH VU KHACH HANG CUA NXBTK VA KET LUAN 4.1- Mot sd kien nghi, de xuat 4.1.1- Lanh dao cap cao cua NXBTK can quan triet sau sic tinh than dich vu khach hang, xay dung van hoa dich vu khach hang tai NXBTK Lanh dao NXB nen quan triet sau sic tinh thin dich vu khach hang la phuc vu khach hangtoi da nham thda man nhu cau cua khach hang. Thdng qua dd, nang cao mdi quan he tdt giiraNXB vdi khach hang, duy tri su hgp tac lau dai.Vdi tinh than dd xay dung van hoa trong dich vu khach hang, phd biln, ap dung cho toan boNXBTK. Van hda dd gdm nhiing diem sau:(1) Nhdc nha nhdn vien: Khdch hdng la dong luc de Idm viecCac nhan vien thudng chua cd nhan thuc tdt nhat ve tam quan trgng ciia khach hang va danhrat it quy thdi gian ciia minh trong viec phuc vu khach hang. Cho dii cd rat nhieu cdng vieccan hoan thanh, nhung nhan vien ciing khdng nen lang quen cdng viec cham sdc khach hang.Hon ai het, hg cin hilu rang dem den khach hang nhiing dich vu cham sdc tdt nhat la cdngviec cin dugc uu tien thuc hien bdi khdng cd khach hang, doanh nghiep cilng khdng the tdntai.(2) Khong ngirng dao tgo nhdn viencin dao tao nhan vien trong mgi bg phan cua doanh nghiep cd dugc kien thuc tdt ve chamsoc khach hang cung nhu giai quylt cac vin dl ciia khach hang. Se la khdng chuyen nghiep 86
    • va gay nhilu phien toai cho khach hang nlu nhu cac nhan vien cu dd loi cho nhau khi cd truetrac xay ra, khdng ai dung ra chiu trach nhiem giai quylt. Vi vay, cdng ty cd thi md cac lopdao tao, huan luyen nham giup cho nhan vien cd dugc cung each phuc vu tdt nhit tdi khachhang, chii ddng trong viec ddi phd vdi cac tinh hudng xay ra, giup dd nhan vien trong viecnhan biet ciing nhu thir sue vdi nhilu tinh hudng khac nhau, tir don gian din phuc tap.(3) Cho phep nhdn vien co cdch phuc vu khdch hdng riengCho phep nhan vien dua ra nhimg giai phap, dich vu dac biet dl giai quylt cac tinh huongkhach hang. Tao dung mdt he thdng cho phep nhan vien phuc vu khach hang, dap ung yeucau cua khach hang, chang han nhu xay dung quy de nhan vien cd thi sir dung trong trudnghgp phai bdi thudng cho khach hang. Dieu nay cho phep nhan vien dem tdi khach hangnhimg dich vu dac biet, lay lai niem tin va sir hai Idng cua khach hang mdt each nhanhchdng. Cd the dieu khach hang mong mudn khdng chi la mdt khoan tien bdi thudng, nhungtrong dich vu cham sdc khach hang, chi mot hanh ddng nhd ciing ndi len thien chi cua doanhnghiep vdi khach hang cua minh.(4) Dem den cam gidc thdn thien cho khdch hdngDk cho nhan vien chao ddn nhiing khach hang quen thugc cua NXB bang nhiing cai ten thanmat, bit tay vdi khach hang va ndi Idi cam an khach hang vi da thudng xuyen sir dung sanphim hay dich vu cua NXB. Mdt dich vu dem lai cho khach hang sir thoai mai va than thienchic chin khdng chi thu hiit nhilu khach hang ma cdn giiip nhan vien giai quylt cac vin dlma khach hang gap phai de dang hon.(5) Hay noi "Vdng " ngay cd khi minh nen noi "Khong".Lanh dao sin sang trg giiip ddi ngu nhan vien cua NXBTK trong cac quyet dinh dich vukhach hang, va cin cd mdt chinh sach hgp ly dl mgi nhan vien cd the tiiy y hanh ddng ma 87
    • khdng cin lo ngai hau qua, mien sao ddi ngu nhan vien dap ung cac nhu ciu cua khach hang.Ai cung vay, chac han khdng it lin ndi "Khdng" vdi mdt khach hang, tuy nhien, tir "Khdng"C thi cd tac ddng tieu cue. Hay dk nhan vien tu hdi ban than: "Minh cd sin Idng danh mit Okhach hang vi Idi giao tiep nay khdng?". (6) De nghi phuang huang gidi quyitLanh dao ciing vdi nhan vien dl ra cac hudng giai quylt, phan tich nhirng han chi cdn tdntai, lira chgn each giai quylt phii hgp va cd lgi nhit cho khach hang. Nhanh chdng tim eachgiai quyet cac van dl khach hang neu ra, chuin bi mdt vai giai phap khac nhau dl khachhang lira chgn. Dat minh vao vi tri cua khach hang khi ciing tham gia viec xac dinh giaiphap, ddng thdi giai thich ro rang bat ky khd khan nao cdn tdn tai.(7) Khen thudng dgi ngii nhdn vien co thdnh tich tot trong chdm soc khdch hdngTrien khai mdt chuang trinh nham phan tich su tuong tac ciia khach hang vdi nhan vien,nhan biet nhimg nhan vien cd thanh tich tdt trong viec phat trien dich vu cham sdc khachhang. Ban lanh dao ciing nen khen thudng nhirng ca nhan hay nhirng nhdm xuat sac trong ndlire dem den khach hang dich vu tdt nhat. Day chinh la each de ddng vien cac nhan vienkhdng ngimg nd luc cai thien chat lugng dich vu.(8) Tham khao y kiin khdch hdng vi chdt lugng dich vu cua doanh nghiepTham khao y kiln khach hang thdng qua cac phieu dieu tra, phieu binh luan cua khach hanghay cac cugc phdng van. Ngoai ra, viec dilu tra, tham dd y kien cua khach hang ciing thehien doanh nghiep quan tam dac biet tdi khach hang va mong mudn nang cao chit lugngphuc vu. Khdng thi tranh khdi viec phai nghe nhung Idi phan nan, tuy nhien chinh nhimg Idiphan nan iy giiip NXB hoan thien hon nira va quan trgng hon la cd thi cimg cd dugc mdiquan he vdi khach hang. 88
    • Nhung kien nghi tren day hy vgng se phin nao giiip lanh dao NXB cd dugc nhiing thanhcong trong nd lire cung cap san phim, dich vu xuit ban tdt nhit tdi khach hang, xay dimgmot mdi trudng van hoa trong cham sdc khach hang that ddc dao, mang diu in cua co quanminh.4.1.2- sip xep lai to chirc bo may, hoat dong cua NXB Thong keTrong pham vi ngudn lire, kha nang hien cd ciia NXBTK kiln nghi ciu tnic lai bg may tochuc, hoat ddng nhu sau:* So* do co* cau to chuc moi Hinh 4.1- Sff do co cau to chirc moi BAN G I A M 0 6 C Phdng Phdng Phong Ke toan To chijc - Chi kinh doanh che ban bien tap Hanh chinh nhanh TPHCM • • •** -••• • • * -•>• • * * • T6 To T6 T6 T To CCea T6 bier1 bien bier1 bien W eb- djch hang nlar- tap tip tap sitej va vu sacli sting tap sac h sach sad1 sach ch am xuit thon g kinh tin tong s DC ban ke te hpc tip-p kh acli ha ngQua qua trinh van hanh theo ca ciu td chuc cu (nam 1992), din nay co ciu nay da bdc Idnhilu nhugc dilm, cac phdng kinh doanh hoat ddng theo co chi khoan toan bg trd thanh cac 89
    • NXB con, ngudn lire bi chia nhd le, manh mun, khdng thich hgp, nay da lac hau cin phai sip xIp lai, cai tiln td chuc, boat ddng dl phat triln. * Tang cuong sir lanh dao: Ban giam ddc phai manh dan, quylt doan, dam nghT dam lam, dam chiu trach nhiem. Vach ra chiln luge phat triln lau dai cho toan NXBTK thuc hien. * Chon ngudi co nang luc lam lanh dao cac phong chu luc. * Cham sdc khach hang, cimg vdi viec tuyen truyin, quang cao, hoat ddng marketing dl phat trien khach hang mdi phai diy manh viec cham sdc khach hang cu, nhim giam chi phi phat trien khach hang mdi va tao su dn dinh. * Thanh lap cac phong chuyen mon nhu:+ Phong Hdnh chinh - Td chirc: nhiem vu nhu ten ggi.+ Chi nhdnh TP HCM: Dai dien cho NXBTK trudng khu vuc phia nam.+ Phong Ke todn: Nhiem vu chuyen kl toan.+ Phong Bien tap, trong phdng chia thanh nhilu td:- To bien tap sdch thong ke;- To bien tap sdch kinh te;- To bien tap sdch tin hgc;- To bien tap sdch phdp luat; ...•^ Phong chi bdn: Nhiem vu chuyen che ban, thiet ke dd hga sach va cac loai khac.+ Phong kinh doanh, gdm cac td:• To Website vd chdm soc khdch hdng: quan tam cham sdc nhdm khach hang 20% chiem80% doanh sd.• Td dich vu xudt bdn: Giao tiip vdi khach hang vl dich vu xuit ban, trien khai in.- Cica hdng: Ban xuit ban phim tai cira hang va qua mang. 90
    • - T6 marketing: Dieu tra nghien cuu tim thi trudng, xay dung san phim mdi thich hgp...Dich vu khach hang khdng chi thuc hien d phdng kinh doanh nay ma phai thuc hien trentoan C quan. Tuy nhien, chd nao cd giao tiip vdi khach hang thi cho dd cung phai cd hanh Odong cham sdc khach hang.Cac td cd nhiem vu nhu ngi dung ten goi cua minh. Binh thudng d ITnh vuc nao thi td cd ITnhvuc dd lam, khi ban rgn cd thi td nay hd trg cho td khac. Nhu vay, chuyen mdn hda cao senhanh chdng nang cao tay nghe cho nhan vien va tap trung dugc ngudn lire. Cd sir phan cdngchuyen mdn hda cao thi viec kinh doanh xuit ban mdi cd thi phat triln manh, viec cham sdckhach hang mdi tap trung va tdt ban dugc, tranh tinh trang khach cua phdng nao phdng ddcham sdc, cdn chung khdng phai cua phdng minh thi thdi.4.1.3- Ciing co, cai tien hoat dong Websitea- Cai tien thiet ke moi:+ Cdi tien thiet ke m&i ve ky thuat- Ten mien: wv^^w.nxbthongke.com.vn van giii nguyen, khdng thay ddi;- Nen thiet ke lai trang chu nhu:(1) Dan rgng khap man hinh de cd nhieu khoang trdng cho cac phan khac, phan tieu de muccac trang la cdt ben trai cd the thu hep chieu rgng de cd nhieu khoang trdng cho cac phankhac, d dudi cd thi danh cho cho cac bieu tugng ciia cac website lien ket, nhat la cdng cutim kilm;(2) Phin cdt giira nen md rgng ban dk hien dugc nhieu cudn sach hon (tir 3 cuon thanh 6cudn) nham cung cap nhieu thdng tin ban;(3) Phin ben phai cd thi md rgng ban dl quang cao;(4) Phan loai sach da dang, phong phii hem; 91
    • (5) Tang them dudng link mien phi din cac trang web cd uy tin dugc ddng dao ngudi truycap.- Nen cd sd dien thoai ndng dl khach hang phan anh tuc thdi moi khi hg cin.- Nen cd phin cung cip sach, sd lieu thdng ke miln phi dl tang sue hip din ciia website;- iTng dung thanh toan thuang mai dien tir qua 2C0;- Nen cd thdng tin vao muc gidi thieu bang tilng Anh;- Nen cd muc danh gia hoac gdp y kien cua ban dgc d moi cudn sach dl ban doc cd thi cimgtrao ddi;- Tinh ndng vd dich vu: Da gidi thieu, cam ket thi phai thuc hien nghiem tiic: nhu ban hangqua mang, tra Idi thu va dien thoai; nhiing chd nao chua cd thdng tin thi nhanh chdng capnhat; phan loai sach da chieu de de tim; de ngudi truy cap trang web khdng cd cam giac cdnso sai, don gian, dap ung tdi da nhu cau cua khach hang; Web phai sinh ddng, hap dan vehinh thuc.- Qudng cdo vd tgo dong ca mua: Nen cd muc khuyen mai, giam gia; thdng bao nhimg cudnsach hay, ban chay dl thu hiit khach hang; thudng xuyen thay ddi ngdn ngir, hinh anh quangcao tren banner; dang ky quang cao tren cac cdng cu tim kiem va cac cdng cu truyen thdngdai chung;Cir ngudi true lien tuc nhan va tra Idi thu cua khach hang; cd them sd dien thoai ndng de mgingudi cd the trao ddi ndng.- Quan he cgng ddng: Nen cd muc "Dien dan" dl mgi ngudi trao ddi true tuyen;- An ninh vd tin cdy: Khi thanh toan bing phuang tien dien tu can thdng qua 2C0, va phaiC bien phap bi mat thdng tin ca nhan cho khach hang; thue nha cung cip dich vu internet Obao ve chong virut xam nhap, thudng xuyen quet viruts. 92
    • + Cdi tien viec duy tri hogt dong hdng ngdy . Thanh lap mot bo phan chuyen trach dk cham soc website, co nguai phu trach nang dong higu bilt, C trinh dp quan ly website. Phuc vu hau dn cho viec cung ung sach ciing linh vuc O tir noi khac va ban hang qua mang. - Lien kit vdi cac NXB, cac cdng ty phat hanh sach khac vl viec cung cip cac loai sach cd ciing ITnh vuc thdng ke, kinh tl, xa hdi, tin hpc dl ngudn sach phong phu hon, da dang hon giiip ban dgc de lira chgn. - Tang them dau tu cho tuyen truyin quang cao va tham gia lien kit phat hanh sach. - Tuyen ddi ngu can bg, nhan vien cd trinh do chuyen mdn phii hgp, nhiet huylt cdng tac. b- Quang ba trang website: - Dang ky quang ba tren cac cdng cu tim kilm nhu trang google, yahoo va cac trang website C nhieu ngudi truy cap. O - Quang cao tren cac phuang tien truyin thdng nhu: Truyin hinh, dai phat thanh, cac loaibao, tap chi, poster, ap phich.- Quang cao bing in td rod, in dia chi website ngay tren timg xuit ban phim.- Quang cao tren Banner.c- Cung cap dich vu cham sdc khach hang true tuyenTren web, thdng tin dugc truyen di rat nhanh chdng - va viec dich vu cua ban dugc khachhang danh gia cao la mot dieu vd cung quy gia. Neu khach hang cam thay ho bi mot cdng tyngugc dai, thi tin nay se Ian di nhanh ban ca khi hg dugc ddi xir tdt. Ngay nay, cac cdng tylam moi each dl thu hiit khach hang, tuy nhien de cd dugc nhimg danh gia tot ciia khachhang, cac cdng ty phai thoa man tat ca cac khach hang trong qua trinh cham sdc khach hang. 93
    • Cac phuang phap cham sdc khach hang cd thi kl din tir cac bien phap hd trg bing cdngnghe, kiem tra hoa don, cung cip tinh hinh chuyin hang tdi nhung phuang phap phan hdi cddiln hiiu ich. NhiiTig ngudi su dung web, dac biet la nhiing ngudi tra tiln cho dich vu truetuyln, thudng yeu cau ho trg cdng nghe va ho mudn yeu ciu dd phai dugc dap ung thatnhanh. Nhung khach hang dat mua san phim cd thi mudn theo doi hang hoa trong sudt Idtrinh van chuyin, va mdt sd khach hang thich cung cip nhimg thdng tin phan hdi cho cdng tyhay dich vu vl nhirng phat sinh hg gap phai trong qua trinh dat hang. Viec cham sdc khachhang cd thi tao nen hay pha vd nhung hieu qua kinh doanh true tuyln cua ban.Hay nghien cuu that ky vl Internet va hay tim hilu nhimg doanh nghiep chii trong den dichvu khach hang va coi dd nhu mdt yeu td ban hang quan trong. Cung cip nhirng ho trg sauban khdng chi giiip dd khach hang, ma nd cdn tao ra mdt mdi quan he tdt va cd lgi vdi khachhang.Phuong phap cham sdc khach hang ma website ap dung phu thugc hoan toan vao san phimhay dich vu dang ban. Nd cd the don gian nhu la: "cam ket tra lai tien ddi vdi tat ca cac sanpham bi khach hang hoan tra ma khdng thac mac", hay cung cap sir hd trg cdng nghe thudien tu nhanh chdng va hieu qua, hay cung cap mdt sd dien thoai tra Idi cac cau hdi ciiakhach hang; bit ky mdt phuang thuc cham sdc khach hang nao dua ra deu nen chii y denwebsite, xem lam thi nao dl NXB thanh cdng trong nhirng quan he sau ban hang. Khi da cdkinh nghiem thao luan qua thu dien tir, tilng tam cua NXB se dugc nhiing khach hang hientai va nhimg khach hang tiem nang khac biet den.* Cdc phwang thitc chdm soc khdch hdngChung ta da xem xet mdt each nghiem tiic vin dl cham sdc khach hang, ddi vdi bat kykhach hang nao vilng tham website, hay xem chinh xac hg cin cung cap nhiing dieu gi. The 94
    • gidi cua nhirng phuang phap cham sdc khach hang la vd ban va kha nang sang tao la vdCling rong Idn, tuy nhien cd mdt sd phuang thuc cham sdc khach hang co ban ban nen cungc§p thudng xuyen.* Nhimg chi ddn ve websiteViec cham sdc khach hang khdng chi nhim tdi nhirng mdi quan he vdi khach hang sau banhang. Hay cung cap cho khach hang tiem nang nhiing Idi chi dan ro rang va minh bach vleach thuc sir dung website cua ban.Hay chi cho hg thay lam the nao de bd sung them hang vao gid mua hang ciia hg, lam thinao de dat hang va duyet nhung san pham ciia ban. Sau dd, hay chi cho hg each tiln hanhthanh toan va nhimg viec can lam trong qua trinh thanh toan. Vi du: Chap nhan nhiing loaithe tin dung nao? Cac phuang thuc chuyen hang? Cdng ty nao se van chuyen hang hoa?Ciing nen giai thich cho khach hang xem lam each nao hg cd the theo ddi gdi hang sau khihang dugc gui di.NIU website khdng cung cap mdt san pham cd thuc, hay chi cho khach hang each sir dungdich vu. NIU NXB cung cip nhirng doan chuang trinh gidi thieu dich vu, hay chi cho khachhang each sir dung chiing va nai dk chiing. Hay cung cap cho hg mdt noi de ghi lai nhiing Idihe thdng va nhiing van dl vl website khac hay nhimg vin de ho trg. Hay cung cip chokhach hang tit ca cac phuang thuc va chi dan dl hg cd the lien he vdi NXB khi cin thilt.* Thw&ng xuyen trd l&i nhirng cdu hoi cua khdch hdngNhiing trang cau hdi FAQ dIu dl thilt kl va cue ky hieu qua trong viec tra Idi nhung cau hdiciia khach hang mdt each nhanh chdng. Vdi nhiing website mdi, ngudi xay dung web nenludng trudc nhimg cau hdi ma ngudi sir dung se dat ra. Sau vai lin, va khi nhiing van de thac 95
    • mic khac dugc khach hang neu ra thdng qua email hay dien thoai, hg se dua vao trang FAQ.NIU sd lugng cau hdi qua Idn, hay xem xet din viec tao ra mdt cdng cu tim kilm cho hg.* Nhimg dien ddn thdo ludnNhung dien dan thao luan la mdt cdng cu cham sdc khach hang tuyet vdi - chiing cd thigiam bdt cdng nghe hd trg kha nhilu. Do nhung dien dan nay la cdng khai, bit ky khachhang nao cua NXB ciing cd the tra Idi cac cau hdi cua nhimg khach hang khac dat ra, dilu ddkhien NXB dugc ranh rdi ban va nhimg nhan vien cd thi thuc hien cac cdng viec khac.* Ho tra qua emailPhuong phap ho trg qua email la phuang phap re tiln, chi cin diu tu mdt chiit nhung hieuqua cua nd vd ciing to Idn. Tuy nhien, khi sir dung email de ho trg khach hang, cin dac bietchii y dua ra mdc thdi gian phuc vu, nghTa la tdng thdi gian cho mdt cau tra Idi ma ban cdthe cung cap qua email cho khach hang. Cd mdt ddi ngii cdng nghe ho trg lam viec trong titca cac ITnh vuc, hay cung cap cho khach hang nhimg dia chi email khac nhau, va hudng danho each nhanh nhat de giri nhiing thac mac den nhimg ngudi phu trach hd trg thich hgp.* Ho tra qua dien thogiNXB cd thi xem xet viec ho trg khach hang qua dien thoai. Viec tao ra mdt sd dien thoai hdtrg se tao do tin cay cho NXB, va hay cho khach hang biet NXB ludn ludn sSn sang tra Idinhung thac mac ciia hg mien phi,* Ho tra kiem tra hdngSau khi gdi hang da dugc giri di, hay cung cip cho khach hang mdt sd hieu theo ddi va motdudng kit ndi tdi he thong theo doi ciia cdng ty van chuyin.*Nhitng vdn de thiet yeu 96
    • Phuong phap ho trg bing email la phuang phap phd thdng nhit, va cd thi coi la phuongphap cham sdc khach hang hieu qua nhit. Khach hang dang dat ra nhirng yeu ciu ngay cangcao d cac nha xuat ban, hg ludn mudn dugc cung cip nhilu thdng tin chinh xac va nhanhchong. v l phia NXB, dii mong mudn dem lai nhirng djch vu tdt nhit cho khach hang, cungcap thdng tin kip thdi cho khach hang ciia minh nhung hg cung khdng mudn mit nhilu thdigian va cdng sue. Thay vao dd, hg lai mudn tilt kiem chi phi va giam thdi gian giai dap thicmIc bang viec sir dung dien thoai hay vilt thu tra Idi cho khach hang.4.1.4- Xay dung quy trinh cham soc khach hang NXBTK nen thuc hien dich vu khach hang theo 3 buoc can ban dudi day:Bu&c 1: Kiem tra mirc dp thoa mdn cda khdch hdng. Dieu trudc tien ban phai lam la kiem tra xem mirc do thda man cua khach hang ddi vdidoanh nghiep nhu the nao. Cac cdng cu giiip cho ban kiem tra mirc do thda man cua khachhang gdm: Phieu tham dd y kien khach hang, hdi nghi khach hang, sd gdp y, doanh sd banhang...Bir&c 2: Tim nguyen nhdn khiem khuyet.Sir khdng thda man ciia khach hang thudng roi vao 3 yeu td sau day:(1) Yeu td sdn phdm: Cd phai khach hang thudng phan nan vdi NXB ve chat lugng sanphim, miu ma, bao bi, chiing loai XBP, gia ca, che do bao hanh, hau mai.(2) Yiu td thuan tien: La nhiing vin dl nhu phuang thirc giao nhan, thanh toan, dia dilmgiao dich, thdi gian va su linh boat.(3) Yiu td con nguai: Day chinh la vin dk ma nhilu khach hang phan nan ve thai do tiep xiiccua nhan vien ban va vl cac ky nang ca nhan ciia nhan vien. 97
    • Ba ylu td tren la cac ylu to tru cdt dk thda man khach hang, va dilu ma tit ca khach hangmong dgi khi mua san phim hoac dich vu cua NXB la chiing phai hoan toan dang tin cay.Dilu nay cd nghTa la yeu td san phim ludn ludn phai dugc dat len hang diu, tiip theo la ylutl con ngudi. Tit ca nhiing nu cudi than thien, Idi chao mdi lich sir hay sir thuan tien, linhhoat diu khdng thi bii dip cho nhiing san phim khdng dang tin cay hay nhiing djch vukhdng dat tieu chuan.Vay mudn khach hang thda man vdi san phim, dich vu cua minh, NXB hay nhin lai 3 ylu tdtren, NXB da dap ling nhu the nao, cdn khiem khuyet d nhiing dilm nao dl cd bien phap caitien ngay mdt tdt ban va de NXB ludn ludn vimg chac tren con dudng kinh doanh.Bir&c 3: Xw ly nguyen nhdn Sau khi biet dugc su khdng thda man cua khach hang nam d dau, NXB phai tim each xir lynhung nguyen nhan dd de cdng viec cham sdc khach hang cua NXB ngay mdt tdt hon. Cacnguyen nhan tap trung d 2 ITnh vuc:(1) Tinh ndng ciia he thong: NXB cd mot he thdng quan ly tdt va cd nhat quan trong muctieu cham sdc khach hang tir tren xudng dudi khdng.(2) Ky ndng ciia nhdn vien: Cac nhan vien cua NXB cd dugc dao tao de cd mdt thai do, hanhvi va nang lire phii hgp vdi cdng viec cua hg hay khdng. Cac ky nang ca nhan cin cd trongqua trinh tiip xiic vdi khach hang gdm ky nang giao tiip qua dien thoai va ky nang xir lytrue dien cac tinh hudng khd khan vdi khach hang.* Ket luanCham sdc khach hang cd thi quylt dinh doanh thu ciia NXB. Viec lam thoa man va hd trgkhach hang trudc va sau ban se thu hiit nhung khach hang mdi din vdi website cua ban va 98
    • thu hiit ho quay lai Ian sau. Hay cung cip cho khach hang nhirng gi hg muon va ho se quay lai vdi thien y tdt!4.2- Nhung han che cua luan van va huong nghien cuu tiep theoLuan van nay chi tap trung nghien cuu dich vu khach hang cua NXB Thdng ke, vi vay:- Cac ket luan nit ra chi ap dung cho ITnh vuc dich vu khach hang cua NXB Thdng ke.- Neu mudn ap dung cac kit luan nay cho cac ITnh vuc khac, cin cd cac nghien cuu bd sung.4.3- Kit luanTrong mdi trudng canh tranh nhu hien nay, ngudi chien thing la ngudi mang lai sir hai Idngcho khach hang. Gia ca, chat lugng san phim rit quan trong, nhung su vugt trdi thudng chiC d cdng tac dich vu khach hang toan dien. Chat lugng djch vu khach hang tdt ciing ddngOnghTa vdi sir thda man cua khach hang cang dugc nang cao. Do dd, lam cho khach hang hailong cd vai trd dac biet quan trgng den su tdn tai va phat trien ciia doanh nghiep. Chinh vi lydo do, Nha xuat ban Thdng ke dii cdn gap nhieu khd khan, ITnh vuc dich vu khach hang cdnchua tdt nhung van cd gang, ludn de cao dich vu khach hang de duy tri dn dinh khach hangcii lam da cho viec phat trien khach hang mdi. Vdi phuang cham "khach hang la thugng de "NXBTK se khdng ngimg cai tien va hoan thien chat lugng dich vu, nd lire boat ddng dich vukhach hang, nang cao kha nang canh tranh tren thi trudng xuat ban hien nay.Vdi dl tai "Dich vu khach hang - Nghien cuu tinh hudng NXB Thong ke" tdi hy vong se lada tai tdt dk NXBTK nghien cuu ling dung vao cdng tac dich vu khach hang. Trong luan vantoi da trinh bay nhiing vin dk co ban vl ly luan ciia dich vu khach hang, tren co sd phan tichthuc trang kinh doanh, thuc trang dich vu cham sdc khach hang cua NXB Thdng ke. Luanvan dua ra mdt sd tdn tai va nguyen nhan gdc rl tao nen tdn tai va dua ra mdt sd kien nghi,dl xuit trong DVKH cua NXBTK. 99
    • Mac dil da cd ging rit nhieu, nhung do trinh do cd han nen khdng tranh khdi thieu sdt. Vivay tdi mong mudn nhan dugc cac y kien ddng gdp ciia cac thay, cd giao trong hdi ddng, banbe dl tdi hilu bilt ban van de nay.Toi xin chan thanh cam on! 100
    • TAI LIEU THAM KHAO1. Nguyen Van An (2003), "1001 each giir chan khach hang", NXB Van hda - Thdng tin. HaNdi.2. Nguyin Van An (2003), "Nghe thuat din du khach hang", NXB Van hda - Thdng tin.3. TS. Trinh Tit Dat (2005), "Bi quylt dk cd khach hang trung thanh", NXB Tir diln Bachkhoa.4. TS. Trinh Tit Dat (2005), "Nghe thuat cham sdc khach hang", NXB Tir diln Bach khoa.5. TS. Trinh Tit Dat (2006), "Thai do quylt dinh chit lugng dich vu", NXB Tir diln Bachkhoa.6. TS. Ha Nam Khanh Giao (2004), "Marketing dich vu - Md hinh 5 khoang each chat lugngdich vu", NXB Thdng ke TP HCM.7. TS. Luu Van Nghiem (2001), "Marketing trong kinh doanh dich vu", NXB Thong ke, HN8. TS. Quach Thu Nguyet (2004), "50 viec cin lam ddi vdi khach hang", NXB Tre, TPHCM.9. TS. Quach Thu Nguyet (2005), "Cham sdc khach hang - Phat huy lgi thi canh tranh",NXB Tre, TP HCM.10. Nguyen Dinh Thiem (2006), "Hoan thien dich vu khach hang", NXB Lao ddng - Xa hdi.11. Nguyin Dinh Thiem (2006), "Nghe thuat tim kilm khach hang muc tieu", NXB Laodong - Xa hgi.12. Jim Cathcart (2003), "Mdi quan he - chia khda dk thu phuc va giu chan khach hang".13. Kotler, Philip (2003), "Quan tri Marketing" NXB Thdng ke.14. Nggc Hda (2006), "Hoan thien dich vu khach hang" NXB Lao ddng - Xa hdi.15. www.crmvietnam.com.vn 101
    • PHULUC Phu l c 1 u BANG KE DOANH SO, CHI PHI, LOI NHUAN CUA NHA XUAT BAN T H O N G KE (5 ndm, tir ndm 2002 - 2006) Don vi tinh: Trieu dong Chi phi Tdng Phi phat hanh Phi tiep khach LoiNam doanh Tdng sd % so vdi % so vdi nhuan thu Sd tien tdng chi Sd tien tdng chi phi phi2002 23 027,3 22 775,8 846,9 3,71 212,8 0,93 251,42003 23 126,2 22 852,3 909,7 3,98 242,2 1,06 272,82004 17 577,8 17 305,1 1.021,3 5,9 170,6 0,98 274,72005 14 099,2 13 880,6 815,8 6,0 157,9 1,14 218,62006 10 750,3 10 587,8 593,4 5,6 132,2 0,86 162,5Ngudn: Nhd xudt bdn Thdng ke 103
    • Phu luc 2 MAU CAU HOI DANH GIA TO CHlTC N O I B O NXBTKXin anh/chi tra loi 3 cau hdi ve td chuc ndi bd NXBTK sau:(1) Md hinh co cau td chu:c hien nay cd hay khdng phii hgp vdi hoat dong djch vu khachhang cua NXBTK?(2) Cac phdng deu cd chirc nang kinh doanh (nhu chirc nang, nhiem vu cua NXBTK),nhu vay cd thuan lgi cho cdng viec DVKH trong NXB hay khdng?(3) Cd y kien cho rang NXBTK can phai tai co cau td chirc, sap xep cac phdng theohudng chuyen mdn hda dl tap trung sire manh tur cac phdng kinh doanh, de nang caonang suit, chit lugng XBP. Anh/chi ddng y hay khdng? 104
    • Phu luc 3 MAU PHIEU DIEU TRA CHAT LLTONG DVKH CUA NXBTK Phieu danh gia chat liroTig dich vu khach hang cua NXBTK Kinh giri quy khdch hdngDich vu khach hang la mot loai dich vu, mirc dp phuc vu ciia dich vu nay nhim nang caomdi quan he tdt giira NXBTK vdi khach hang. Tuc la, mure do cham sdc khach hang tirliic cdn la tiem nang, sau la khach hang den tham, khach hang la ngudi mua hang, khachhang thudng xuyen, khach hang trung thanh.Vdi phuong cham "khach hang la thugng de" va mong mudn cdng tac cham sdc khachhang ngay cang tdt hon. NXBTK de nghi quy khach hang tham gia danh gia chat lugngdjch vu khach hang cua NXBTK qua cac cau hdi dudi day. Tdt nhat cham diem 10, kemnhit cham diem 1, tiiy tiing muc do ma cham diem vao d vudng ben canh.A- Chdt Iwang ky thuat (ca s& vat chdt) 1) He thdng may tinh va may cdng cu trg lire ciia NXBTK phuc vu khach hang I—I2) Web site cua NXBTK Phuc vu khach hang d mirc dp nao: I—I3) Giai phap ky thuat phuc vu khach hang dat d mure dp nao: I—I4) Bi quylt nghi nghiep phuc vu khach hang dat d mirc dp nao: I—I 5) Van phdng giao tiip phuc vu khach hang dat d mirc dp nao; I—IB- Chat Iwang chitc ndng (Nhdn vien tiip xuc)6) Tac phong nhan vien tiip xiic —7) Ung xu nhan vien tiip xiic — 8) Tinh thin sin sang phuc vu ciia nhan vien tiep xiic I—I9) Quan he ndi bd cua nhan vien tiip xiic I— 10) Hinh thuc ben ngoai ciia nhan vien tiip xiic —I 11) Kha nang tiip can cua nhan vien tiep xiic •—" 12) Giao djch vdi khach hang cua nhan vien tiep xiic •—Sau khi chim xong xin quy khach hang gui e-mail cho NXBTK theo dia chi:nxbthongke-cbi@fpt.vn hoac nxbthongke@hnn.vnNXBTK xin chan thanh cam an quy khach hang da tham gia danh gia chit lugng DVKH 105
    • Phu luc 4 PHIEU DIEU TRA CHAT LU^ONG DICH VU PHIDU DIDU TRA CHDT LDDNG DDCH VD KdNHGDIQUfKHdCHH NGNH XUDT BDN THDNG Kd DD NGHD UNG/B VU! LUNG CHO BiDT: VDA QUAUNG/B DO V DANG SD DDNG DDCH VD XUDT BDN CDA NXB THDNG KG, DIDUGO DDDIDOYKHIDN UNG/B CHDM DDT HDP T6C VDI NH XUDT BDN THDNG KO(XINVUILONGDdNHDDUX V OU VUUNGBCJNCDNH) I 1/. SD CHDM DDT HDP T6C NDU KHUNG NHDN DDDC SD QUAN TOM: I I2. SD CHDM DDT HDP T6C KHI KHUNG NHDN DDDC SD NHIDT TONH TD NH XUDT BDN: Q3. SD CHDM DDT HDP T6C KHI KHUNG CO THIDN CHO GlYP DD HODC KHUNG CH? f DDN NHU CDU CDA KH6CHH NG: |4. SD CHDM DDT HDP Tdc KHI CdN BD, NHON VKJN NH XUDT BDN KHUNG TUN TRDNG V HDA SUUNG: Q5. SO CHDM DDT HDP Tdc KHI CdCNHONVlON GIAO TIDP DDCH VD [ ^ CDA NXB KHUNG NDM VDNG NHDNG KIDN THDC CD BDN VDXUDT BDN LJ6. SD CHDM DDT HDP Tdc KHI CDM THDY NHONVlONNH XUDT BDN l | COI THDDNG7. SO CHDM DDT HDP Tdc KHI NHON VidN NH XUDT BDN KHUNG TRUNG THDC TRONG LDINOI V H NHDDNG:8. SD TD CHDI KHUNG MUA SdCHCDA NH XUDT BDN KHI Gid DOT: PHIOUOIDU TRA XIN UNG/B GOI VO PHONG SdCH TIN HOC V G160TR0NH-NH XUOT BON THONG Kd THEO OOA CHO 86-98 THOYKHUa-TOY HO-H NOI. HOOC GOI EMAIL nnsi NmrNONGKE-CBmFPT VN 106
    • Phu luc 5 GIAY DANG KY MUA SACH QD Mat trudc la phong bi thu in sin, dan tern tao dilu kien thuan loi cho khach hang gui dang ky mua sach den NXBTK a 9«lfli* I J i ^ ^ - NHA XU/(T BAN THdfJG Ke s a sa Thyy KJw* . ray Hd - Hi N0< Eyii 04 8 4714«3: FaK 04 6 473 714Mat sau phong bi thu la mau dang ky mua sach in sin dl cho khach hang ghi thdng tincan thiet khi dang ky mua sach 107
    • Cd q u a n : C 6 N G H O A X A H O I C H U N G H U VIET NAM DANG KY MUA SACH Kinh giii: N H A XV.KT BAN T H 6 . N G K E {PHC3NG SACH TH-GT) (SG-98Tniy K h u « T^iy H^) Ha N^i; Tul: 04. » 471 4M:i; FJIX; 04 ?t4T.17l4> C<1 <iUa n c h u n g (Ai xin dflng ky m u a b6 sftch Xltfrl Tt HQC d i a DAV10 BEGQ" n h i / sau; SSliiVivg Tin tach (3Crg;- m fSd U c h (p5m (y ihuyA * biJ Up) 2IJOO00 fTUn b6n^ chit: . . . . •> D^ n g h i NXB T h o n g ke giti nkch va ho& dtfn ttTGT choi - C<jqunn: Ma a^thiier.... DiuchI: ^ ---. - Khi d m ginD dich v * dni; 0>4): c h ^ vi?: — bu ph^ti ciJng tic: ,.,, ftT: Fax: : Emailr C h i i n g t5i ai lAxuyia Irk ngay stf li^» IrSn b i n g chuyi?n k h o a n haftc ticn tr.*t (khfing tril phi c b u y ^ n li^ii) cho dffli vj tl:K<J diu chi, aii t&i kb<;an- Shh xuSt. bnn Tbang k2, 98 Tliyy Khufi • T&y H6 • H i N6i; TK: 102010 tSOO UCIG 6K2 u u Sgfin h i n K Cfing UmaAg k h u vuc B a D i n h . HA N6i. ,.,.„..,..,,.._ nftdy thdng f^6m ^. THUTRUdwODDNVl (K^ iin. dong ddu} 108
    • Phu luc 6HINH A>fH DUNG DE QUANG CAO TREN CAC LOAI PHUONG TIENTRUYEN THONG CO DUONG DAN DEN WEBSITE DE XEM CHI T I T T BO S A C H ••iiOfxr-N. j)t MAltUTWtTMHIC <-- • ^ ^ ^ VE KHH T! A/.c Gra1^-f ili ^v quy^y, .rtc- hr. xutfi bcn ifi*tt k^dr.h va x«s o.jn o viei torn 109
    • Phu luc 7HINH ANH DUNG DE QUANG CAO TREN CAC LOAI FHI/ONG TIENTRUYEN THONG CO DU^CXNG DAN DEN WEBSITE DE XEM CHI TIET !ll!*LtfJ!!i^ 3ie Dc pa ^ M r v bMiJ b«CO IS LmitlttepiJctai -MP l£R4ar. A t Smin fiscw II. 06iqjrir V ^ ^ : d ^ iifV^K 441? NQOB lirfl e v q ucni I n i l ^ 4 I w tilt. ti*> G>« IB!* b u ri-o 3) i^< d i l lan (tocux IJa wHi b>i t i ^ U CtQcm* v d o l v i M SA-pcitn t b ^ . ^ •^ IV j>r ;»}4* c*o Ud£>o- H4. r4to »CrnffuOnokr+jT* i l l •«& bai rOv X -Vl nttro t h twJc rA oUq «Mti Al i L ^ luc <M i ^ t a ^ iljfc.. f f ^ t m v b i 3 M : » I 1^ k>c>Tm£: T X r f l ^ t i k »wn [ha «iSt firii Ml n f ;«>. c u t n i l dmng • ^ 8aiUpKiBHre«it n i M t SMI i..-J» i t. ! Z Cot u r g M pi^on n:i t n i ti U l •)(• < i U < K ^ MFfI •<•<» 3 Cdi.O/igrOltiTitttc 4re tife i^ue dfn rcxKt •Aft vm tti Kh>*n :«i EtOi y Kv4i ft Un il«i»>«« •««•>» W ^ "4 v r ^ i ^ « M < n ^ Ml. i ^ i f l c i * ; r>>l cLlf S Cfa ^1^ j A c j ^ t-s l a i**!/**^ Wi **•*•« *v*> ((8 (K. f •** ^ J < i 9 Cwh n o ^ wyi ^ •« I K 4 ^ hior lif iM«->; -ot ii"k •^ *i* <Z IM - ^ t<h b4l l>|i 9 Oil T J I I * r^ttnu "nJ cWTi I K H • Wi«n; tiA<t, *.**.(, ba Kv ^ *»*i(, •*«^wy * ^ %^ M k . > i i < a i l l e ^ d l l c v d ^ f ^ ^ < l < t e < n rtAi «lf i (vrf •4.-1, f i p "f"^ J * l ^ " ••» ^^^ @ *J-i.6 7 I » / Kbue T a j H-l H i SOt. I t l f M * « J -SM Faw: t<:4>S 8*3 7 l 4 ; E-oflilr ii£b!tiwr>;t*tfr-»M«F^. w i 110
    • Phu luc 8 DANH SACH TSCD VA TRICH K H A U HAO HANG THANG CUA NXBTK Dem vi tinh: Trieu dong Phong sach Phong sach Phong sach Phong Thong ke Kinbt§ TH-GT Quan ly Dffn TEN TAI SAN vj tinh S6 Thanh So Thanh S6 Thanh S6 Thanh lugng tien luong tien luong tien lucmg tienl.Nha: DT sir dung m^ 66 58 76 DT quy d6i m^ 62,6 860 75,5 1.030 76,8 1.0502. May in opset Chiec 1 1.5003. May phai ban " 1 2004. May Compac tl 3 1.060 3 757 4 3.026 3 9115. Di^u hoa " 3 1.0296. May Photocopy " 1 1.6477. Nha 86 T. Khue m^ 1.6758. Oto Chiec 1 5.4179. Trang Web Trang 1 738 10. May tinh xach Chiac 2 1.650tay 1.920 3.487 6.440 10.703 Tong cong Tong so k lau hao hang thang toanI^XB: 22.550.000 , (270.600.000d/nam)Ngudn: NXB Thdng ke 111
    • Phu luc 9THONG KE DOANH THU, LOI NHUAN THEO KHACH HANG MOfl, CU CUA NHA X U A T B A N THONG KE 5 NAM (2002 - 2006) Dem vi tinh: Trieu dong Doanh thu Loi nhuan Trong do T6ng Trong do Tong lgi Nam Khach hang cu Khach hang nhuan Khach hang Khach hang doanh moi cii moi thu So tien Tyle s6 Tyle So Tyle S6 Tyle (%) tien (%) tien (%) tien (%) 2002 23.027 16.719 70 6.908 30 251 178 71 73 29 2003 23.126 16.419 71 6.707 29 272 204 75 68 23 2004 17.577 11.425 65 6.152 35 274 186 68 88 32 2005 14.099 8.036 57 6.063 43 218 124 57 94 40 2006 10.750 4.515 42 6.235 58 162 84 52 78 48Nguon: Nhd xudt bdn Thong ke 112
    • t i0 Danvi tinh . trieu don vai 2002 giam so + 12,48 % tang cham so khach hang -31,53 -8,12 • oo + B fN u -5 .- fS^ o ^ -86, t^ > o -334 1 + + H JZ c r-; a ON^ a ^(o —T r-; • ^ ON" tn tn ON ro" ^. in" >JS *- •<o o ,—1 r-- o fN r~- U 00 " ^ 2002 im so tang r- r- o^ o (N CN^ ro^ oC ro" oo" in" ro ^ obf + + 1 a r- + 20,78 3 •a I s -32,8 -88,9 mfs a 00 -, o rsi + U H ^ oo r- o in ^—t •-H (N oo fN -(O Ul fN r- (N ^ r- (N ^ H CM ^ C/3 ^gS ^ rO_ ON ro •§ g S o" ^ (N ro in NP ."2 C + ja a. ^ § r-- ^ o^ oo" 6,5 95, chi o" b I s 5 r- oq oo a + i^ n 00 (N . 1 <0 H f-( 1 oo ro , ^D 00 -<(U c in (N in O r- • • - ; i> <n o 00 CO r^ oq ro oo in r-i (N r-^ ro o rM CN •"• ~ " 2002 m so 8,77 3,67 3,31 tang fN ro in ^ sb 1 + IS 9 .a — o 8.9 8,1 -*- •r« --B o^ oo 0 + 98, ja 00 > o • ^ fN fN can 00 rt ^ fN in s: Q H (N m 00 (N ro cs ,(0) r- r- 0 O rM ^ (N r^ ON in H o m o r- »<o t/1 fo m r-^ o (N (N "• ^ •"* —H s (N O ro O • ^ o m o VO o o O o o o (N fN fN cs fN