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LI CM N

Qua qu trnh lm ti, em xin chn thnh cm n: Thy gio hng dn TS. L Dn tn tnh vch ra k hoch ng n gip Ti Anh ch trong Cng ty cn phn vin thng SPT Nng nhit tnh gip hon thnh ti mt cch nhanh chng v thun li. Ti trong sut qu trnh thc tp.

Nng, ngy thng nm 2010

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LI CAM OAN

Ti xin cam oan ti ny l kt qu nghin cu ca bn thn qua qu trnh thc tp ti Cng ty vin thng SPT c cc anh ch trong cng ty v c s hng dn ca thy gio TS. L Dn, khng c s sao chp bt c ti liu no ngoi tr cc ti liu nu mc ti liu tham kho. Nu c chuyn g xy ra Ti xin chu hon ton trch nhim.

Nng, ngy thng nm 2011

MC LC

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LI CM N.......................................................................................................1 LI CAM OAN..................................................................................................2 MC LC.............................................................................................................3 DANH MC CC HNH.....................................................................................7 DANH MC CC BNG....................................................................................7 DANH SCH CC K HIU............................................................................10 LI M U.....................................................................................................11 1. Tnh cp thit ca ti...............................................................................11 2. Mc tiu ca ti.......................................................................................11 3. Cch tip cn, phng php, phm vi thc hin........................................12 4. Ni dung ch yu ca ti.........................................................................12 5. Kt cu ca ti.........................................................................................12 CHNG 1 C S L LUN V MT S VN LIN QUAN N H THNG THNG TIN QUN TR QUAN H KHCH HNG TRONG DOANH NGHIP SPT 1.1 .Tng quan v h thng thng tin qun l...............................................13 1.1.1. H thng thng tin h thng thng tin qun tr quan h khch hng 13 1.2.1.e-CRM l g........................................................................................22 1.2.2 Cc chc nng chnh trong e-CRM.................................................23 1.2.3 S pht trin ca e-CRM..................................................................25 1.2.4 Cc bc trin khai e-CRM..............................................................26 1.2.5 Li ca vic trin khai e-CRM trong doanh nghip........................28 1.2.6 So snh s khc nhau gia CRM v e-CRM...................................31 1.2.7 Phn mm h tr trong e-CRM........................................................33

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1.3 C s l lun v cng c thit k h thng thng tin................................39 1.3.1 Microsoft visio 2003..........................................................................39 1.3.2 Ngn ng SQL Server.......................................................................39 1.4 .Mt s vn lin quan n qun tr quan h khch hng trong doanh nghip.40 1.4. 1 Khch hng v gi tr khch hng..................................................40 1.4.2 Quan h khch hng........................Error! Bookmark not defined. 1.4.3.Qun tr quan h khch hng...........................................................42 1.5 Gii thiu v n v thc tp......................................................................44 1.5.1 Gii thiu chung v cng ty..............................................................44 1.5.2 Thc trng hot ng ca h thng thng tin qun tr quan h khch hng .45 CHNG 2 KHO ST V PHN TCH H THNG THNG TIN QUN TR QUAN H KHCH HNG TRONG DOANH NGHIP SPT 2.1 Kho st cc nghip v trong h thng thng tin qun tr quan h khch hng 48 2.1.1.Nhim v qun l cng tc bn hng...............................................48 2.1.2.Nhim v qun l cng tc sau bn hng........................................49 2.1.3.Nhim v qun l cng vic..............................................................50 2.1.4.Nhim v qun l hp ng..............................................................50 2.1.5.Qun l cc c hi kinh doanh.........................................................51 2.1.6.Nhim v vic qun l chin dch marketing...................................51 2.2 Phn tch cc chc nng trong h thng thng tin qun tr quan h khch hng..................................................................................................................53

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2.2.1 Biu phn r chc nng (BFD)...................................................53 2.2.1 Lu h thng thng tin qun l quan h khch hng................55 2.3 M hnh ha h thng................................................................................65 2.3.1 M hnh ha tin trnh......................................................................65 2.3.2 M hnh ha logic cc tin trnh.......................................................75 CHNG 3 THIT K H THNG THNG TIN QUN TR QUAN H KHCH HNG (CRM) V HNG PHT TRIN 3.1 M hnh d liu quan nim.......................................................................83 3.1.1 Xc nh thc th, gn thuc tnh v xc nh nh danh..............83 3.1.2 Xc nh cc mi quan h v gn thuc tnh cho n.......................89 3.1.3 M hnh E-R......................................................................................92 3.1.4 Chuyn m hnh E-R sang m hnh quan h...................................94 3.1.5 Chun ha cc quan h..................................................................101 3.1.6 Nguyn tc to b m ha d liu..................................................102 3.2 Thit k c s d liu vt l......................................................................104 3.2.1 Thit k cc file vt l......................................................................105 3.2.2 M hnh c s d liu.....................................................................111 3.3 Hng dn s dng module CRM trong phn mm Open ERP......Error! Bookmark not defined. 3.3.1 To mi khch hng.......................................................................114 3.3.2 To mi mt c hi kinh doanh......................................................117 CHNG 4 HON THIN CHC NNG H THNG THNG TIN QUN L QUAN H KHCH HNG 4.1 nh gi h thng thng tin qun tr quan h khch hng...................112 4.1.1 Nhng kt qu t c.............................................................112

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4.1.2 Nhng vn cha lm c.........................................................112 4.2 Hng pht trin ca h thng qun tr quan h khch hng..............113 KT LUN.......................................................................................................120 PH LC.........................................................................................................120 TI LIU THAM KHO.................................................................................128

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DANH MC CC HNH Hnh 1. 1:M Hnh h thng thng tin......................................................................15 Hnh 1. 2. Cc yu t cu thnh ca h thng thng tin qun l..............................17 Hnh 1. 3. M hnh thc nc ca vng i h thng...............................................22 Hnh 2. 1: Biu phn r chc nng ca h thng thng tin qun tr quan h khch hng ..54 Hnh 2. 2.Lu qun l thng tin khch hng........................................................55 Hnh 2. 3: Lu qun l khch hng tim nng.....................................................56 Hnh 2. 4: Lu qun l thng tin dch v..............................................................57 Hnh 2. 5: Lu qun l c hi kinh doanh............................................................58 Hnh 2. 6: Lu qun l chin dch chm sc khch hng....................................58 Hnh 2. 7: Lu qun l t chc chm sc khch hng.........................................59 Hnh 2. 8: Lu qun l v t chc marketing.......................................................60 Hnh 2. 9: Lu qun l yu cu khiu ni............................................................61 Hnh 2. 10: Lu qun l chin dch hu mi........................................................62 Hnh 2. 11: Lu qun l bo co v thng k.......................................................63 Hnh 2. 12: Biu ng cnh h thng thng tin qun tr quan h khch hng....67 Hnh 2. 13: Biu lung d liu mc 0 ca h thng thng tin qun l quan h khch hng.................................................................................................................68 Hnh 2. 14: S mc 1 ca qu trnh qun l bn hng........................................70 Hnh 2. 15: S mc 1 ca qu trnh qun l marketing.......................................71 Hnh 2. 16: S mc 1 ca qu trnh qun l cng vic.........................................73 Hnh 2. 17: S mc 1 ca qu trnh qun l sau bn hng..................................74 Hnh 2. 18: S mc 1 ca qu trnh qun l bo co v thng k.......................75 Hnh 2. 19: S thc th mi quan h E-R.............................................................93 Hnh 2. 20: Qu trnh chun ha mt quan h........................................................102 Hnh 2. 21: m hnh c s d liu............................................................................111

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Hnh 2. 22: s cc module trong ERP system.....................................................114 Hnh 2. 23 To mi khch hng...............................................................................115 Hnh 2. 24: To mi khch hng..............................................................................116 Hnh 2. 25: To mi khch hng..............................................................................116 Hnh 2. 26: To mi mt c hi kinh doanh............................................................117 Hnh 2. 27: To mi mt c hi kinh doanh............................................................118 Hnh 2. 28: To mi mt c hi kinh doanh............................................................118 Hnh 2. 29:ln lch cuc gi......................................................................................119 Hnh 2. 30: Ln lich hn...........................................................................................119 Hnh 2. 30: Ln lich hn DANH MC CC BNG Bng 2. 1: Cc quy tc v biu lung d liu..........................................................65 Bng 2. 2: M hnh ha cc tin trnh..........................................................................76 Bng 2. 3: Bng tng hp t in d liu.....................................................................84 Bng 2. 4: Bng khch hng.......................................................................................105 Bng 2. 5: Bng c hi kinh doanh............................................................................105 Bng 2. 6: Bng lich hn............................................................................................105 Bng 2. 7: Bng yu cu.............................................................................................106 Bng 2. 8: Bng kin khiu ni...............................................................................106 Bng 2. 9: Bng i tng khch hng......................................................................107 Bng 2. 10: Bng i tng marketing......................................................................107 Bng 2. 11: Bng chin dch......................................................................................107 Bng 2. 12: Bng mu trn th&SMS&EMAIL........................................................107 Bng 2. 13: Bng nhn vin.......................................................................................108 Bng 2. 14: Bng cuc gi.........................................................................................108 Bng 2. 15: Bng chi tit gi th................................................................................109 Bng 2. 16: Bng chi tit khch hng.........................................................................109

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Bng 2. 17: chi tit khiu ni......................................................................................109 Bng 2. 18: Bng chi tit yu cu...............................................................................109 Bng 2. 19: Bng chc v..........................................................................................110 Bng 2. 20: Bng giai don........................................................................................110 Bng 2. 21: Bng hnh thc marketing.......................................................................110 Bng 2. 22: Bng knh marketing..............................................................................110 Bng 2. 23: Bng loi c hi......................................................................................110 Bng 2. 24: Bng nhm bn hng..............................................................................111 Bng 2. 25: Bng quc gia.........................................................................................111

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Bng 2. 25: Bng quc giaDANH SCH CC K HIU K HIU THUC Lu h thng Lu h thng Lu h thng Lu h thng Lu h thng Lu h thng Lu h thng Lu h thng M hnh Thc th - Mi quan h Biu lung d liu logic Lu h thng Biu lung d liu M hnh Thc th - Mi quan h Biu lung d liu vt l Biu lung d liu Biu lung d liu M hnh Thc th - Mi quan h M hnh Thc th - Mi quan h NGHA Ti liu Nhiu ti liu Tin trnh x l bng tay Tin trnh lun phin C s d liu Kho d liu i chiu, so snh Quyt nh Quan h Tin trnh Tin trnh Tc nhn Thc th Tin trnh Kho d liu Lung d liu Thuc tnh Thuc tnh kha Quan h 1 n

Attribute

M hnh Thc th - Mi quan h

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M hnh Thc th - Mi quan h

Quan h 1 1

LI M U 1. Tnh cp thit ca ti Trong nhng nm gn y, cc cng ty vin thng ngy cng quan tm nhiu hn n vic nui dng quan h khch hng. L do ca vic ny l cc cng ty nhn ra rng vic xy dng mi quan h vi khch hng di hn s gip gim bt s ri b cc sn phm dch v ca cc khch hng. Rt nhiu ngi bit rng chi ph duy tr mt khch hng c thp hn nhiu so vi chi ph thu ht khch hng mi. Mt s ti liu ch ra rng chi ph khi kim c khch hng mi gp khong 5 ln so vi chi ph gi mt khch hng c, v s lng khch hng trung thnh tng 5% c th lm li nhun tng ln khong 25% - 85%. Tng t nh vy, khi c khch hng khng tho mn - iu quan trng l h c th khng phn nn vi cng ty nhng nhiu kh nng s ni vi nhng ngi khc v iu ny doanh thu bn hng s b gim. T cho ta thy c tm quan trng ca qun tr quan h khch hng i vi cng ty vin thng. N s gip cho cng ty vin thng gim chi ph v tng li nhun. Vn l lm nh th no c th s dng cng ngh, nhn lc v cc phng php qun l mt cch hp l nm bt c bn cht nhng li ch, hnh vi, nhng gi tr ca khch hng qua to ra nhng dch v, chng trnh ti u ph hp vi nhu cu v mong mun ca khch hng mc tiu nhm duy tr mi quan h lu di vi khch hng. V CRM c nhc n nh l 1 cch thc hu hiu gip cc nh qun tr gii quyt nhng vn trn trong xu th hi nhp ngy nay.

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2. Mc tiu ca ti H thng thng tin Qun tr quan h khch hng (CRM) ra i vi mc ch l mt chin lc gip doanh nghip thu ht, duy tr v pht trin khch hng tim nng. Bng phng php tp trung vo dch v chm sc khch hng (CSKH) nhm to ra s trung thnh ca khch hng vi doanh nghip (DN). N l mt s kt hp hi ha gia marketing, bn hng, dch v v cng ngh. Trong ni dung phn nghin cu ny, ti xin c lm r v khi nim CRM, nhng li ch v c cu hot ng ca CRM cng nh xy dng h thng thng tin CRM p dng cho cng ty vin thng SPT D Nng nhm nng cao kh nng cnh tranh ca cng ty vin thng ny trong thi k hi nhp hin nay. 3. Cch tip cn, phng php, phm vi thc hin

Cch tip cn : Tip cn t trn xung. T mc chung nht qu trnh tip tc Phng php : Bng phng php m hnh ha d liu. Phm vi: ti c hon thnh trong phm vi phn tch thit k a ra m

lm mn cho n mc thp nht.

hnh c s d liu. 4. Ni dung ch yu ca ti

Gii thiu v ti v c quan thc tp. Kho st h thng : Thc trng vn qun tr quan h khch hng trong cng Gii php cho h thng thng tin qun tr quan h khch hng cho cng ty vin Thit k h thng thng tin qun tr quan h khch hng cho cng ty vin thng

ty vin thng SPT- Nng nh th no? T tin hnh phn tch v thit k.

thng SPT- Nng.

SPT Nng. 5. Kt cu ca ti Ngoi phn m u v kt lun ti c chia lm 4 chng.

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Chng 1: c s l lun v mt s vn lin quan n h thng thng tin qun tr quan h khch hng trong doanh nghip spt. Chng 2: kho st v phn tch h thng thng tin qun tr quan h khch hng trong doanh nghip spt. Chng 3: Thit k h thng thng tin qun tr quan h khch hng cho cng ty vin thng SPT . Chng 4 : Gii php pht trin h thng thng tin qun tr quan h khch hng ti cng ty vin thng SPT. CHNG 1 C S L LUN V MT S VN LIN QUAN N H THNG THNG TIN QUN TR QUAN H KHCH HNG TRONG DOANH NGHIP SPT1.1.Tng quan v h thng thng tin qun l

1.1.1. H thng thng tin h thng thng tin qun tr quan h khch hng H thng thng tin l mt tp hp nhng con ngi, cc thit b phn cng, phn mm, d liu thc hin hot ng thu thp, lu tr, x l v phn phi thng tin trong mt tp cc rng buc c gi l mi trng. H thng thng tin c th hin bi nhng con ngi, cc th tc, d liu v cc thit b tin hc hoc khng tin hc. u vo ( Inputs) ca h thng thng tin c ly t cc ngun (Sources) v c x l bi h thng s dng n cng vi cc d liu c lu tr t trc. Kt qu x l ( Outputs) c chuyn ti ch (Destination) hoc cp nht vo kho lu tr d liu ( Storage).

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Hnh 1. 1:M Hnh h thng thng tin Cc t chc c th s dng cc h thng thng tin vi nhiu mc ch khc nhau. Trong vic qun tr ni b, h thng thng tin s gip t c s thng hiu ni b, thng nht hnh ng, duy tr sc mnh ca t chc, t c li th cnh tranh. Vi bn ngoi, h thng thng tin gip nm bt c nhiu thng tin v khch hng hn hoc ci tin dch v, nng cao sc cnh tranh, to cho s pht trin ca doanh nghip. 1.1.1.1.Cu trc h thng thng tin H thng thng tin qun l l h thng cung cp thng tin cho cng tc qun l ca t chc. N bao gm con ngi, thit b v quy trnh thu thp, phn tch, nh gi v phn phi nhng thng tin cn thit, kp thi, chnh xc cho nhng ngi son tho cc quyt nh trong t chc. y cng l tn gi ca mt chuyn ngnh khoa hc. Ngnh khoa hc ny thng c xem l mt phn ngnh ca khoa hc qun l v qun tr kinh doanh. Ngoi ra, do ngy nay vic x l d liu thnh thng tin v qun l thng tin lin quan n cng ngh thng tin, n cng c coi l mt phn ngnh trong ton hc, nghin cu vic tch hp h thng my tnh vo mc ch t chc.

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H thng thng tin qun l tr gip cc hot ng qun l ca t chc nh lp k hoch, kim tra thc hin, tng hp v lm cc bo co, lm cc quyt nh qun l trn c s cc quy trnh th tc cho trc. Nhn chung, n s dng d liu t cc h x l giao dich v to cc bo co nh k theo yu cu. Cc bo co ny tm lc tnh hnh v mt mt c bit no ca t chc. Cc bo co ny thng c tnh so snh, chng lm tng phn tnh hnh hin ti vi mt tnh hnh c d kin trc, tnh hnh hin ti vi mt d bo, cc d liu hin thi ca cc doanh nghip trong cng mt ngnh cng nghip, d liu hin thi v cc d liu lch s. Cht lng ca h thng thng tin qun l c nh gi thng qua tnh nhanh chng trong p ng ca yu cu thng tin, tnh mm do ca h thng v tnh ton vn, y ca h thng. 1.1.1.2. Phn loi h thng thng tin Cc h thng thng tin thng c phn loi theo hai mc :

Mc thp, hay cn gi l mc tc nghip, h thng ch c nhim v in ra mt s bng biu, chng t giao dch theo khun mu ca cch thc x l bng tay truyn thng. By gi h thng thng c gi l h thng x l d liu ( Data Processing Systems); thng l cc h x l n hng, h qun l qun tr quan h khch hng, h qun l thit b, h k ton

Mc cao, hay cn gi l mc iu hnh, h thng phi a ra cc thng tin c tnh cht chin lc v k hoch gip cho ngi lnh o t chc a ra cc quyt nh ng n trong cng tc iu hnh s hot ng ca t chc. By gi h thng thng c gi l h h tr ra quyt nh ( Decision Support Systems) . c im ca h h tr ra quyt nh l bn cnh c s d liu, cn c thm mt m hnh, cc phng php m khi c la chn vn dng ln cc d liu s cho kt qu theo yu cu a dng ca ngi dng t ra khi la chon cc quyt nh ca mnh.

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1.1.1.3 Cc thnh phn cu thnh ca h thng thng tin H thng thng tin thng thng c cu thnh bi:

Cc phn cng : My tnh v nhng thit b ngoi vi. Phn mm : Dy cc ch th m my tnh nhn, x l, th hin, lu tr d liu v thng tin. Th tc: Nhng quy tc t c tnh ti u v an ton trong x l d liu. Cc h mng : Truyn thng d liu theo dng in t.

D liu: u vo ca qu trnh to thng tin. Con ngi trong h thng thng tin: L nhng ngi phn tch, thit k v xy dng h thng thng tin, vit chng trnh, iu khin phn cng, phn mm.

Cu ni Cng c Phn cng Phn mm D liu

Ngun lc Th tc Con ngi

Nhn t sn c

Nhn t thit lp

Hnh 1. 2. Cc yu t cu thnh ca h thng thng tin qun l 1.1.1.4. Nhim v vai tr ca h thng thng tin - Nhim v ca h thng thng tin : + i ni: H thng thng tin l cu ni lin lc gia cc b phn ca h kinh doanh. N cung cp cho cc h tc nghip, h quyt nh cc thng tin gm 2 loi

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nhm phn nh tnh trng ni b ca c quan, t chc trong h thng v tnh trng hot ng kinh doanh ca h thng. + i ngoi: h thng thng tin thu nhn thng tin t mi trng ngoi, a thng tin ra ngoi nh: thng tin v gi c, th trng, sc lao ng, nhu cu hng ha... - Vai tr h thng thng tin: + H thng thng tin ng vai tr trung gian gia h thng v mi trng, gia h thng con quyt nh v h thng con tc nghip. - Cc thnh phn hp thnh ca h thng thng tin: Con ngi: HTTT cung cp thng tin cho mi ngi bao gm c ngi qun l v ngi s dng cui. Ngi s dng cui l ngi tng tc trc tip vi h thng v n cung cp d liu cho h thng ng thi nhn thng tin t n. Th tc: c trng bi cc mu bao gm cc d liu m t cng vic ca tt c mi ngi, c ngi s dng cui v nhn vin trong HTTT. Th tc xc nh cc quy trnh, thao tc v cc cng thc tnh ton. Phn cng: Bao gm tt c cc thit b vt l s dng trong HTTT. Thit b ny bao gm phn cng my tnh nh: my tnh, cc thit b u cui, cc thit b ngoi vi, my in v c cc thit b khng thuc my tnh nh my ch, my kim tra ch k. Ngun cung cp cn thit cho cc nh iu hnh my tnh nh ruy bng, giy vit v cc mu tp hp d liu c bit. Phn mm: Bao gm c phn mm h thng v phn mm ng dng. Phn mm h thng l cc chng trnh iu khin phn cng v mi trng phn mm. Cc chng trnh ny gm h iu hnh, phn mm giao tip, h thng qun tr c s d liu v cc chng trnh trc tip h tr h thng trong vic x l d liu to ra thng tin yu cu. Tp (File) d liu: Hu ht d liu c x l trong HTTT phi c gi li v l do php lut hoc v s cn thit c x l trong tng lai. Nhng d liu ny c

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lu trong file v c s d liu trn my tnh hoc di dng giy trong cc h s vn phng. Nhng file ny l thnh phn ca HTTT, c to ra trc tip hoc lu tr trong file. 1.1.1.5. Nguyn nhn dn n vic pht trin mt h thng thng tin - Mc tiu cui cng ca nhng c gng pht trin h thng thng tin l cung cp cho cc thnh vin ca t chc nhng cng c qun l tt nht. Pht trin mt h thng thng tin bao gm vic phn tch h thng ang tn ti, thit k mt h thng mi, thc hin v tin hnh ci t n. - Phn tch mt h thng bt u t vic thu thp d liu v chnh n chng a ra c chun on v tnh hnh thc t. - Thit k nhm xc nh cc b phn ca mt h thng mi c kh nng c kh nng ci thin tnh trng hin ti v xy dng cc m hnh l gc v m hnh vt l ngoi ca h thng . - Thc hin h thng thng tin lin quan ti xy dng m hnh vt l trong ca h thng mi v chuyn m hnh sang ng ng tin hc. - Ci t h thng l tch hp n vo hot ng ca t chc. - Trn c s thc tin c th rt ra c mt s nguyn nhn dn n vic pht trin h thng thng tin l: Nhng vn v qun l Nhng yu cu mi ca nh qun l S thay i v cng ngh S thay i v sch lc chnh tr 1.1.1.6. Phng php pht trin mt h thng thng tin Mc ch cui cng ca d n pht trin h thng thng tin l lm ra mt sn phm p ng c nhu cu ca ngi s dng, ca t chc t ra v phng din ti chnh, k thut v thi gian. Khng nht thit phi tun theo mt phng

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php cng nhc pht trin h thng thng tin, tuy nhin nu khng c phng php th h thng thng tin kh c th t c nhng mc tiu ra. Mt phng php c nh ngha trc nh mt tp hp cc bc v cc cng c cho php tin hnh mt qu trnh pht trin h thng cht ch nhng d qun l hn. Ba nguyn tc c s chung ca nhiu phng php pht trin mt h thng thn tin l: Nguyn tc 1: S dng cc m hnh Nguyn tc 2: Chuyn t ci chung sang ci ring. Nguyn tc 3: Chuyn t m hnh vt l sang m hnh l gc khi phn tch v t m hnh l gc sang m hnh vt l khi thit k. 1.1.1.7 Vng i pht trin ca mt h thng thng tin H thng thng tin c xy dng l sn phm ca mt lot cc hot ng gi l pht trin h thng. Qu trnh pht trin mt h thng thng tin k t lc n sinh ra cho n khi n tn li c gi l vng i pht trin h thng ( Systems Development Life Cycle). Vng i pht trin cc h thng l mt phng php lun cho vic pht trin cc h thng thng tin. N c c trng bng mt s pha ch yu phn bit nhau ca qu trnh . Mt qu trnh pht trin ca h thng thng tin gm cc pha: Khi to v lp k hoch, phn tch, thit k, trin khai, vn hnh v bo tr. Mi pha u c ci vo ci ra, v cc pha c mi quan h quan trng vi nhau. cui mi pha cn t n mt ct mc c nh du bng nhng ti liu cn c to ra cc b phn qun l xem xt, nh gi, ph duyt. Trong : - Qu trnh phn tch v thit k h thng bao gm cc cng vic cn hon thnh theo trnh t nht nh c th bao gm cc bc sau: - Xc nh vn , cc yu cu qun l h thng. - Xc nh cc mc tiu, u tin, gii php s b v chng minh tnh kh thi. - Phn tch cc chc nng v d liu ca h thng.

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- Thit k logic: Tr li cu hi lm g? L g? Phn tch su hn cc chc nng, cc d liu ca hot ng c a ra m t hot ng mi. - Thit k vt l: a ra nhng bin php, phng tin thc hin, nhm tr li cu hi: Lm nh th no? - Ci t h thng: La chn ngn ng, h qun tr c s d liu v lp trnh. Vic phn chia thnh giai on ch c tnh tng i, ty thuc tng phng php chng ta s dng. Cc giai on pht trin h thng bao gm: - Giai on 1: + Kho st hin trng v xc lp d n. + Tm hiu ph phn a ra gii php. - Giai on 2: Phn tch h thng - Giai on 3: Thit k h thng + Thit k tng th: Xc lp vai tr ca mi trng mt cch tng th trong h thng. + Thit k chi tit: Bao gm cc thit k v cc th tc. - Giai on 4: Ci t v lp trnh. - Giai on 5: Khai thc v bo tr. Di y l m hnh thc nc: M t s pht trin ca h thng theo tng giai on: Phn tch, thit k, m ha, kim th v bo tr. Cc giai on ny k tip nhau v mi giai on ch bt u khi giai on trc kt thc. Nhc im chnh ca chu trnh thc nc l kim sa thc hin giai on cui v khng c s quay lui chnh sa cc bc trc nn cc sai st d gy ri ro cho qu trnh pht trin h thng. Tuy nhin chu trnh thc nc li n gin ph hp vi cc h thng va v nh, t phc tp v c dng rt ph bin.

Khi to v lp k hoch Phn tch

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Thit k Trin khai Vn hnh v bo tr

Hnh 1. 3. M hnh thc nc ca vng i h thng 1.2.Tng quan v e-CRM

Thi gian

Thut ng e-CRM (Electronic Customers Relationship Management) c m t nh mt s kt hp gia phn cng, Internet, phn mm ng dng v cc cam kt ca lnh o p ng yu cu qun l quan h khch hng. e-CRM c th c nhiu hnh thc khc nhau nh e-CRM hot ng hoc e-CRM phn tch. Nu nh e-CRM hot ng ng mt vai tr quan trng i vi hiu qu kinh doanh ca doanh nghip bng cch to ra s tng tc gia khch hng v doanh nghip da trn nn tng ca cng ngh nh Internet, th in t, in thoi, faxth e-CRM phn tch li gip doanh nghip nhn bit cc khch hng tim nng thng qua vic phn tch c s d liu khch hng to ra cc c hi kinh doanh mi.Vic xy dng, vn hnh h thng e-CRM mi doanh nghip thng khc nhau tu theo nhng mc tiu nht nh ca doanh nghip nhng d l e-CRM hot ng hay e-CRM phn tch th cu trc ca mt h thng e-CRM thng bao gm ba phn l: quy trnh, cng ngh v con ngi. y l nhng yu t cha kho mang li thnh cng cho mt h thng eCRM. Trong , nn tng cng ngh ng mt vai tr quan trng. Cng nh cc phn mm ng dng khc, h thng e-CRM cn c hiu nh l mt cng c cung cp cho doanh nghip cc d liu thng k, phn tch v khch hng. Trn thc t, e-CRM l mt h thng xuyn sut, c mt trong hu ht qu trnh kinh doanh ca doanh nghip.

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N c th mang li nhiu hnh thi kinh doanh khc nhau ty thuc vo mc ch v kh nng ca n v s dng. Do vy, vi xu hng s ha v thng tin, cng s cnh tranh gay gt ca thng trng th vic la chn mt gii php e-CRM c nn tng cng ngh tt lun c t ln hng u l iu hon ton d hiu. Mc tiu ca e-CRM l ci thin dch v khch hng, pht trin v duy tr nhng mi quan h khch hng c gi tr. Da trn nhng thng tin c c v khch hng c th a ra nhng chin lc marketing, bn hng v chm sc khch hng ph hp vi tng i tng. Ngy nay, trong lnh vc dch v kinh doanh , e-CRM c nhiu doanh nghip trin khai nh mt gii php qun tr khch hng tn tin, gp phn nng cao nng lc cnh tranh ca doanh nghip. 1.2.1Cc chc nng chnh trong e-CRM Qun tr quan h khch hng: To v qun l khch hng, vi khng hn ch s lng cc a ch lin h ca mi khch hng. Ghi nhn lch s cc hot ng (history) nh: cuc gp, cuc gi, nhim v, ghi chp (bao gm c cc file attached) v email i vi cc a ch lin h (Contacts), khch hng, thng tin s khi, c hi v v vic. Mi nhim v c th c giao cho thnh vin, v cc thng bo t ng qua email c th c gi cho thnh vin khi c mt nhim v mi. T ng nh gi kh nng kinh doanh: Bo co tng quan v cc cuc hn sp ti, cc c hi ln, cc v vic s c, cc thng tin s khi, nhim v, lch lm vic. Theo di v ghi nhn qu trnh thng tin s khi, chuyn cc thng tin s khi ny thnh cc c hi bn hng. Biu din cc bo co di dng biu d dng so snh. Theo di dch v khch hng :

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H thng qun l v vic cho php thnh vin c th theo di cc vn v gii php khch hng.

Cho php mi vn u c mt vng i thng tin nhm tng kh nng lm hi lng khch hng. Mi v vic lin kt vi mt khch hng tng ng, cc a ch lin lc c th, cc ghi chp cc file lin quan vi cc cuc gi v lch s cc ln hn gp. Dch v tin tc: S dng h thng tin tc RSS cho php d dng la chn v xem cc bn tin yu thch ngay trn h thng. Lch lm vic chung:

Xem lch lm vic (theo ngy, tun, thng, hoc nm) ca mi hot ng trong cng ty, vi lin kt ti cc nhim v thc thi. Lch lm vic ca mi thnh vin c chia s vi cc thnh vin khch nhm trnh t lch trng lp. Chc nng Portal:

Chc nng ny nhm lm cho e-CRM tr thnh ngun cung cp thng tin y v l giao din tra cu thng tin thng nht cho mi thnh vin. Qun l cc c hi kinh doanh:

Xem, cp nht, tra cu c hi. T trang c hi chi tit cho php lin kt ti hot ng lin quan, xem lch s hot ng cho mt c hi, v lin kt ti cc thng tin s khi hoc cc a ch lin h tng ng.

C hi cho php ghi nhn v theo di tin trnh bn hng ha hoc bn dch v cho mt khch hng tim nng. Mt khi tin trnh bn hng bt u vi mt

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thng tin s khi, thng tin s khi s c chuyn i thnh mt a ch lin h hoc c th thnh mt khch hng. Cc c hi cho php ta qun l tin trnh bn hng bng cch ghi nhn cc thuc tnh nh cc giai on bn hng, kh nng thnh cng, tng doanh s v cc thng tin khc. Qun l chin dch qung co:

Cp nht v theo di cc chin dch marketing. Chin dch qung co c th l marketing qua in thoi, th tay hoc email. Lp bo co tng hp:

Bo co tng hp dng biu cc ng c hi c phn chia theo giai on bn hng, theo ngun thng tin s khi, theo doanh s theo thng.

1.2.3 S pht trin ca e-CRM Mng Internet ngy cng tr nn ph bin mang li cho cc doanh nghip nhiu c hi kinh doanh. Bn cnh vic s dng mng Internet qung b thng hiu, bn hng trc tuyn, nhiu doanh nghip ng dng Internet nh mt cng c qun l quan h khch hng hiu qu (e-CRM). i vi lnh vc kinh doanh , e-CRM bt u c s dng rng ri nhm nng cao cht lng dch v v tng kh nng cnh tranh ca mi doanh nghip. Mt trong nhng im mnh m e-CRM mang li l bo m s tng tc gia doanh nghip v khch hng, v d nh e-CRM cho php khch hng c th theo di trng thi ca cc giao dch chuyn tin, thanh ton ho n...theo thi gian thc (real- time), qua doanh nghip c th tip nhn phn hi ca khch hng mt cch nhanh chng v cht lng dch v. Ngoi ra, h thng eCRM cn gip cc doanh nghip to dng mt c s d liu v khch hng nhm h tr cc qu trnh hoch nh chnh sch marketing, chng trnh xy dng v duy tr

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hiu qu mi quan h vi khch hng. C th ni e- CRM l s phi kt cht ch gia CRM (qun tr quan h khch hng) v Thng mi in t (e-Commerce). 1.2.4 Cc bc trin khai e-CRM Vic trin khai mt h thng e-CRM khng phi ch n gin l mua cc phn mm thch hp v ci t vo h thng. chng trnh e-CRM pht huy tnh hiu qu, trc ht cc cn phi quyt nh nhng loi thng tin no v khch hng cn phi quan tm v s dng nhng thng tin ny vi mc ch g. Tip , cn phi xem xt cc con ng khc nhau m thng tin ca khch hng c ghi nhn, d liu v khch hng c lu tr nh th no v u cng nh cch thc nhng d liu ny hin ang c s dng. Mt doanh nghip c th tng tc vi khch hng theo rt nhiu cch khch nhau, chng hn qua ng th tn, website, trung tm h tr khch hng, hoc cc chin dch tip th v qung co. Mt h thng e-CRM mnh phi c kh nng lin kt cc "giao din vi khch hng" ny vi nhau. Nhng lung d liu c thu thp qua cc h thng chc nng s c phn tch tm ra cc hnh mu chung nht cho tng nhm khch hng ring bit. Cc chuyn gia phn tch s xem xt k cng cc d liu thu thp v a ra nh gi tng quan v cc nhm khch hng hoc cc dch v cn c ci thin cht lng phc v. trin khai mt h thng e-CRM hiu qu, cn bm st vo chin lc CRM tng th ca doanh nghip, c 4 quan im chin lc chnh c th ph hp vi hon cnh c th ca mi doanh nghip, l: marketing da vo khch hng; bn hng da vo sn phm; CRM c nhn ho v dch v c qun l v h tr. Trong , CRM c nhn ho l mc cao nht ca ma trn chin lc CRM m hu ht cc t chc dch v ti chnh ang n lc hng ti. Vic la chn gii php e-CRM cho doanh nghip cn tnh ti rt nhiu yu t nh: trnh , k nng ca nhn vin (tng ng vi gii php no), gi c sao cho ph hp vi kh nng ti chnh ca mi doanh nghip. ng thi, vic la chn gii php cng cn cn c trn mc tiu, nhu cu ca doanh nghip v cc hot ng marketing,

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kh nng tng tc gia doanh nghip v khch hng, cung cp thng tin, cc dch v trc tuyn... Khi c nhiu nhu cu cn p ng, hy xc nh nhu cu u tin bc nht, mc va phi, hay mc trung bnh, t la chn mt gii php c kh nng p ng tt nht nhu cu . D liu u vo cng l mt yu t quan trng quyt nh s thnh cng hay tht bi ca h thng e-CRM. D liu v khch hng cn phi c cp nht thng xuyn, chnh xc phc v cho vic phn tch hnh vi, thi quen ca khch hng, t nh hng cho vic ci tin cht lng dch v. Cui cng, mt vn rt quan trng khc chnh l s quyt tm ca Ban lnh o t cp cao nht. Trin khai e-CRM cng nh cc phn mm khc cn c s thng nht cao trong ni b, s quyt tm thay i v mnh dn u t (c v chi ph v nhn lc). Nu tn dng tt nhng kinh nghim trn y, cng nh lun sng to v khng ngng to thm gi tr cho t chc t mt h thng c sn, chc chn doanh nghip s thu c nhiu li ch, khuyn khch tinh thn lm vic ca nhn vin cng nh lm hi lng khch hng. Ty theo quy m ln, nh m qu trnh trin khai e-CRM ti cc doanh nghip s khc nhau, tuy nhin vn gm cc bc c bn sau: t ra yu cu c th, chi tit cho tng b phn, phng, ban, da trn nhng mc tiu tng qut ra ban u trong chin lc CRM. Thit k v tch hp h thng, y thng l giai on chim nhiu thi gian trong trin khai. Test h thng: kim tra nhng chc nng ca gii php la chn phc v nhu cu doanh nghip mc no, m bo h thng c vn hnh thng sut. o to nhn vin khai thc v s dng h thng

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Thu thp kin phn hi ca nhn vin, c bit l b phn chm sc khch hng, cng nh nhng kin t pha khch hng. Trn c s , nh gi kt qu hot ng, nhng li ch m h thng e-CRM mang li.

1.2.5 Li ca vic trin khai e-CRM trong doanh nghip Nhng li ch m h thng e-CRM mang li i vi hot ng doanh nghip th hin cc mt sau:

e-CRM gp phn cng c mi quan h khch hng

Khch hng lun l yu t quan trng i vi cc doanh nghip, c c khch hng kh, nhng gi chn khch hng cn kh khn hn. Mt sai lm nghim trng m nhiu doanh nghip mc phi khi cho rng h ch phi b ra chi ph, n lc trong vic chm sc khch hng khong thi gian u cho n khi h tr thnh khch hng quen thuc ca doanh nghip, m qun i tm quan trng ca vic duy tr v ci thin cc mi quan h vi nhng khch hng . Nhng sai st nh th trong quan nim c v chm sc khch hng s khin cho khch hng cm thy nhm chn v i hi s i mi. C rt nhiu l do khin khch hng ra i, phn v chi ph cao, phn v thch thay i nhng a s khch hng cho bit h khng tip tc s dng mt sn phm hay dch v ca doanh nghip truyn thng bi h khng nhn c s quan tm ng mc, nhu cu hay nhng phn nn ca h khng c gii quyt nhanh chng. c xy dng da trn nn tng cng ngh Web v Internet, h thng e-CRM cho php qu trnh giao tip gia doanh nghip v khch hng din ra thun li hn, khch hng c th theo di trng thi giao dch ca mnh theo thi gian thc (real-time), do cc thng tin phn hi ca khch hng c doanh nghip tip nhn v x l mt cch nhanh chng, mi quan h gia doanh nghip v khch hng ngy cng c cng c.

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Th in t (email) thay th dn cc phng thc giao tip truyn thng Email tr thnh mt phn rt quan trng ca hot ng marketing thng qua Internet. Vi chi ph thp, hiu qu nhanh, email c khp ni. Theo eMarketer, mt cng ty nghin cu v thng mi in t cho bit 94% s ngi s dng Internet c email. Nm 2004, cc nh hot ng marketing u t khong 4,8 t la cho cc chin dch marketing qua email, v chc chn con s ny s rt ln vo cc nm sau (theo nghin cu ca Forrester). Ngy nay, email c nhiu doanh nghip s dng nh mt cng c qun tr quan h khch hng hu hiu. H thng e-CRM s dng email thng tin v cc sn phm v dch v, trao i cc ni dung lin quan n bt c ch no vi khch hng v i tc kinh doanh, hi p nhng yu cu hoc phn nn t khch hng mt cch nhanh chng v chnh xc. Vi u th tc cao v kh nng chuyn ti thng tin ton cu, chi ph thp v linh hot v mt thi gian, email dn thay th cc phng thc giao tip truyn thng tr thnh cu ni quan h gia doanh nghip v khch hng.

e-CRM gip c bit ho dch v khch hng

Hot ng trong mi trng cnh tranh gay gt, cc doanh nghip vi ngun vn v nhn lc gii hn, khi mun pht huy li th ca mnh thng ngh n kh nng c bit ho dch v khch hng. y l kh nng tu bin phng thc phc v khch hng nhm tho mn nhu cu ca tng khch hng ring bit, i hi nhn vin nhn din khch hng, nm bt r thng tin v lch s giao dch, thi quen ca khch hng t c cch thc phc v ph hp. Qu trnh c bit ho dch v khch hng thng bao gm bn bc: nhn din khch hng, ghi nh c im ca khch hng, c bit ho dch v v pht trin thng tin khch hng. e-CRM gip doanh nghip thc hin mt bc quan trng trong qu trnh c bit ho dch v khch hng l ghi nh v m rng thng tin khch hng, y l kh nng pht

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trin d liu lin quan ti khch hng. H thng e-CRM s lu gi li cc thng tin c nhn ca khch hng ngay t ln u giao dch nh in thoi, a ch email hay cc nh gi, nhn xt, v nhng xut gip nng cao cht lng dch v ca doanh nghip. S hu cng nhiu thng tin v khch hng, bao gm c thng tin c nhn s gip doanh nghip ch ng, sng to hn khi chinh phc khch hng, d l nhng khch hng kh tnh nht, nh gi qu tng nhn ngy l, gi th cm n. Mc ch ca doanh nghip trong vic to ra dch v khch hng c c bit ho l tm cch giao tip vi mi khch hng theo phng thc ring, v m bo em li cho khch hng cm gic c cao v trn trng. Lm c iu ny, doanh nghip s khng ch c lng khch hng trung thnh ln m kh nng thu ht khch hng mi cng rt cao.

e-CRM h tr hot ng marketing v dch v doanh nghip trc tuyn

Internet ngy cng tr nn ph bin tr thnh phng tin mi cc k hiu qu trong hot ng marketing. Tt c nhng thng tin trn Internet c truyn i khng gii hn v khng gian, thi gian v khong cch, vic trao i thng tin c din ra lin tc 24/24 vi chi ph thp. V th, cho n nay cha c mt phng thc marketing no khc c c nhng tnh nng u vit nh vy. V d ngn hng. H thng e-CRM da trn nn tng Web v Internet mang li nhiu tin ch cho c doanh nghip v khch hng. Dch v Internet Banking mang li cho khch hng kh nng truy vn ngay lp tc cc thng tin cn thit nh li sut, t gi ti mi thi im v bt c u. Gi y, ch vi mt my tnh c kt ni Internet, khch hng c th truy vn s d ti khon, lit k tt c cc giao dch pht sinh hoc theo di trng thi mt khon thanh ton theo thi gian thc m khng nht thit phi n doanh nghip hoc qua h thng ATM.

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S ra i ca doanh nghip in t cho php cc sn phm dch v doanh nghip truyn thng trc y c phn phi trn cc knh mi nh Internet, in thoi, mng khng dy Hin nay, doanh nghip in t tn ti di hai hnh thc: hnh thc doanh nghip trc tuyn, ch tn ti da trn mi trng mng Internet, cung cp dch v 100% thng qua mi trng mng; v m hnh kt hp gia h thng doanh nghip thng mi truyn thng v in t ho cc dch v truyn thng, tc l phn phi nhng sn phm dch v c trn nhng knh phn phi mi.

e-CRM gp phn to dng hnh nh v nng cao uy tn ca doanh nghip

Vic trin khai h thng e-CRM s gp phn nng cao uy tn v to dng hnh nh ca mt doanh nghip hin i; ci thin cht lng dch v khch hng; cng c mi quan h vi cc i tc kinh doanh; n gin ha v chun ha cc quy trnh giao dch; tng nng sut, gim chi ph giy t; tng kh nng tip cn thng tin v gim chi ph vn chuyn; tng s linh hot trong giao dch v nng cao hiu qu hot ng kinh doanh doanh nghip. 1.2.6 So snh s khc nhau gia CRM v e-CRM Lin lc khch hng CRM - Lin h vi khch hng thc hin thng qua cc ca hng bn l, in thoi, v fax. e-CRM - Tt c cc phng php hin c s dng nh email, Internet, khng dy, v cc cng ngh PDA. H thng giao din CRM - Thc hin vic s dng cc h thng ERP, nhn mnh l trn back-end. e-CRM c hp s nhiu hn v pha cui pha trc, tng tc vi s kt thc quay li thng qua vic s dng ca h thng ERP, cc kho d liu, v cc siu th d liu.

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H thng trn khng (my tnh khch hng) CRM - khch hng phi ti v cc ng dng khc nhau xem cc ng dng web cho php. H s phi c vit li cho nn tng khc nhau. e-CRM - Khng c cc yu cu ny bi v khch hng s dng trnh duyt. Ty bin v c nhn ho cc thng tin CRM - Ln c khc nhau da trn cc i tng, v quan im c nhn l khng c sn. C nhn c nhn i hi phi thay i chng trnh. e-CRM - quan im c nhn C nhn ho da trn lch s v s thch mua. C nhn c kh nng ty chnh xem. H thng tp trung CRM - H thng c to ra s dng ni b c thit k da trn chc nng cng vic v cc sn phm. Cc ng dng web c thit k cho mt b phn, n v kinh doanh. e-CRM - H thng (c to ra s dng bn ngoi) thit k da trn nhu cu ca khch hng. ng dng web c thit k s dng trn ton doanh nghip. H thng bo tr v sa i CRM - thi gian tham gia trong vic thc hin v bo tr l tn km hn do h thng tn ti a im khc nhau v trn cc my ch khc nhau. e-CRM - Gim thi gian v chi ph. Thc hin v bo tr c th din ra ti mt a im v trn mt my ch. Ngoi ra , so snhvi CRM, cc thng tin tch hp cho s hp tc intraorganizationalca e-CRM l c hiu qu hn trong giao tip vi khch hng

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1.2.7 Phn mm h tr trong e-CRM 1.2.7.1 Sugar CRM Sugar CRM l phn mm qun l quan h khch hng tuyt vi dnh cho cc cng ty tm c va v nh. Ring i vi VN, gi ca cc gii php phn mm lun l vn hng u th Sugar CRM tht s l gii php tt khng ch i vi cng ty tm va v nh m cn thit thc cho c cng ty ln Trong nhng ng dng h tr kinh doanh, nhiu chng trnh s gip cng ty gn gi hn vi khch hng ca mnh v doanh nghip c th nm chc c cc thi c s n vi mnh hn. Qun l quan h khch hng (CRM) l ng dng nh SugarCRM tr gip cc doanh nghip kinh doanh tt hn. u im: Cho php thay i giao din, trng d liu cho ph hp vi c th ca tng doanh nghip. C kh nng kt ni, ng b ha d liu vi nhiu chng trnh khc. Gi r, c phin bn min ph. Tch hp vi Word, Exel a ra bo co. Nhc im: Tnh nng ng b gia cc my trm ch c phin bn Enterprise. t cc mu bo co phin bn ngoi tr bn Enterprise. 1.2.7.2 Open ERP OpenERP (cn gi l Tiny ERP) l mt phn mm hoch nh ngun lc doanh nghip (ERP) v qun l quan h khch hng (CRM) m ngun m, c thit k vi mc tiu c p ng nhanh theo cc nhu cu khc nhau ca tng doanh nghip.

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OpenERP c sn khong 300 module d dng tch hp vo h thng ty theo nhu cu ca khch hng. OpenERP c thnh lp bi Tng gim c Fabien Pinckaers vo nm 2005. H thng ny c trin khai trn 37 quc gia. Mi ngy c gn 800 c nhn trong cng ng m ngun m gp phn nng cao cht lng phn mm. * Nhng u im chnh D ci t, s dng, y ti liu hng dn, h tr nhiu ngn ng Ci t t ng ch vi 5 ln nhp chut C th thao tc qua Web hoc qua ng dng Windows + Ti liu hng dn s dng cho ngi dng + Ti liu k thut cho lp trnh vin + H tr hn 20 ngn ng (hin ti cha h tr ting Vit) Ton din: c y cc m un cn thit ca mt doanh nghip (hin ti c hn 300 module): Qun l bn hng, qun l khch hng, qun l mua, qun l sn xut, k ton, ti chnh, dch v, qun l d n... Mnh m + T ng thu thp thng tin doanh nghip + C th t thit k bo co ring trong vng 5 pht Linh hot + Thay i m khng cn phi lp trnh + Qun l cc module mt cch linh hot (c th thm mi, sa i, hoc xo module mt cch nhanh chng) + D dng khi nng cp hoc di chuyn h thng H thng theo chun + Tng tc qua dch v Web

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+ C th tng tc vi cc phn mm c nh Joomla, ezPublish, SAP, OSCommerce, LDAP, OpenOffice.org, Microsoft Office, ... + M ngun m hon ton min ph H tr tt c cc doanh nghip vi mi quy m: c th s dng cho doanh nhip t mt vi n hn 2000 nhn vin. 1.2.7.3 Misa CRM.Net 2008 Gii php ny c pht trin trn nn Microsoft.NET, c s d liu SQL Server, tch hp h thng bo mt ca Windows, cung cp mi trng lm vic cng tc, chia s kinh nghim v tri thc, tng hiu qu lm vic theo nhm. N c nhng tnh nng nh sau Xy dng v qun l cc chin dch tip th:

T chc chin dch tip th a knh nhanh chng, hiu qu, gim thiu chi ph bng cc cng c h tr hin i c tch hp cht ch trong h thng nh: Trn th, Gi email hng lot, Gi tin nhn hng lot

T ng to tt c cc nhim v cn thit cho mt chin dch tip th, t vic chun b ngn sch cho chin dch, i tng m chin dch nhm ti, la chn phng thc marketing, phn tch hiu qu ca chin dch marketing,...

Cho php tt c cc nhn vin trong i bn hng c th thc hin tt c cc cng vic c lin quan n chin dch tip th mt cch ng thi. H thng bo co t ng tng hp, phn tch kt qu ca chin dch, doanh thu do chin dch to ra, hiu qu u t ca chin dch, qua gip phn tch v la chn c phng thc tip th cho ln tip theo nhm to c hiu qu ti a. Qun l v chm sc khch hng tim nng:

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Theo di, qun l cc thng tin v khch hng tim nng, nhng i tng c th tr thnh khch hng ca doanh nghip trong tng lai.

Ghi nhn tt c cc hot ng xc tin bn hng nh gi th, email, gi in, gp mt,... ca doanh nghip i vi khch hng tim nng. H thng bo co thng k khch hng tim nng theo knh thng tin thu nhn, gip doanh nghip bit c nhng knh thng tin no thc s em n nhiu khch hng c s u t hp l. Qun l bn hng Theo di v qun l cc t chc khch hng:

Qun l thng tin v tt c cc cng ty, doanh nghip v t chc lin quan n cng vic kinh doanh nh cc khch hng, i tc, i th.

Phn loi khch hng t chc theo nhiu ch tiu thng k khc nhau nh theo vng, theo ngnh ngh kinh doanh, theo loi hnh doanh nghip,

Bo co v nhng khch hng ang giao dch gip ngi qun l bit c ti bt c thi im no ang giao dch vi nhng ai, bao lu ri khng c giao dch vi mt khch hng c th. Qun l thng tin lin h:

Qun l thng tin v tt c cc c nhn lin quan n t chc m doanh nghip cn theo di, v d nh trng phng kinh doanh hay gim c ca mt cng ty. Phn loi cc lin h theo nhiu ch tiu thng k khc nhau nh theo vng, theo knh thng tin m h thu thp c v doanh nghip v sn phm ca doanh nghip, Qun l cc c hi bn hng:

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Qun l cng tc bn hng theo nhm, gip cc i bn hng d dng chia s d liu khch hng, tng hiu qu lm vic tp th. Qun l mi c hi bn hng theo tng giai on bn hng, t ng tng hp thng k cho bit doanh thu ti tng giai on cng nh doanh thu k vng trong tng lai.

Gip ngi qun l nh gi c hin ti v trin vng v doanh s ca doanh nghip, nh gi c chnh xc c nng lc v cng sc lao ng ca tng nhn vin kinh doanh, Qun l n hng:

Cho php theo di, thng k, phn tch v tng hp tt c cc n hng bn. Qun l chi tit cc thng tin n hng nh thng tin v sn phm, n gi, thu, chit khu, Cho php xut khu n hng ra tp .xml, .xls, v nhp khu n hng xut t MISA CRM.NET 2008 hoc nhp khu n hng t cc phn mm khc nh MISA-SME, Qun l hp ng:

Qun l tin trnh thc hin hp ng t khi bt u cho ti lc thanh l, t ng nhc nh tng khon cng n cn thc hin.

Theo di chi tit cc khon thu chi cho mi hp ng. Theo di cc khon hoa hng chi tit n tng i tc cho mi hp ng. Qun l sau bn hng:

Qun l tt c cc thng tin phn hi ca khch hng, cc vn kh khn m khch hng gp phi hay cc vn thc mc ca khch hng v sn phm.

Phn loi tnh hung sau bn hng theo nhiu ch tiu thng k khc nhau nh theo knh phn hi, theo nguyn nhn, theo tnh trng x l.

Qun l cc gii php tng ng vi tnh hung.

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1.3 C s l lun v cng c thit k h thng thng tin 1.3.1 Microsoft visio 2003 Visio l chng trnh v s thng minh, c tch hp vo b chng trnh Microsoft Office t phin bn 2003. MS Visio cho php bn th hin bn v mt cch trc quan. Hn na n cn cung cp nhiu c tnh khin cho s ca bn ngha hn, linh ng hn v ph hp hn vi nhu cu. Ngoi ra bn c th sao chp bn v ca mnh qua cc phn mm khc (nh MS Word, MS Excel,) tin s dng cho cng vic. Microsoft Office Visio 2003, chng trnh kinh doanh v biu ng dng khoa hc k thut ca Microsoft Office, gip bin tng v d liu trao i hng ha thnh cc biu . 1.3.2 Ngn ng SQL Server - SQL Server 2005 l phin bn mi ca h qun tr CSDL quan h SQL Server hot ng theo m hnh Client Server ca Microsoft. SQL Server 2005 vi nhiu tnh nng gip cho vic qun l CSDL quan h cng vi tnh nng khai thc thng tin v cng hiu qu. SQL Server 2005 tp trung vo kh nng x l giao dch trc tuyn trn din rng, ng dng thng mi in t v kho d liu. - SQL Server 2005 l mt h qun tr c s d liu quan h a thnh phn, nng cao hiu sut thc thi v sn sng ca c my CSDL. Bng vic cung cp nhiu tin ch thng dng, cc c im, kiu d liu, hm, mnh v i tng mi, n gip cho vic pht trin phn mm lu tr, tnh ton, thng k, tm kim v lp bo co cho mi ng dng qun l.

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1.4 .Mt s vn lin quan n qun tr quan h khch hng trong doanh nghip 1.4. 1 Khch hng 1.4.1.1 Cc quan nim v khch hng Trong xu th kinh t hi nhp hin nay, mt trong nhng vn chung m doanh nghip ang phi i mt chnh l s cnh tranh trn th trng ngy cng gay gt, khng gian tn ti v pht trin ca doanh nghip ngy cng b thu hp li. c c nhng bc i vng chc trn th trng th doanh nghip phi thay i v quan im kinh doanh t da vo sn phm n hng ti khch hng, ly khch hng lm mc tiu chnh ca vic kinh doanh, ly vic p ng nhu cu khch hng lm xut pht im c bn, thng qua vic pht hin tim nng v p ng nhu cu hin thc chim lnh khch hng, duy tr mi quan h vi h t thu c li ch v u th cnh tranh lu di. Mun vy, iu u tin l doanh nghip phi nhn thc r tm quan trng ca khch hng. Vy khch hng l g ? - Theo quan nim c in : Khch hng l nhng ngi mua sm sn phm hay dch v ca bn - Theo quan im hin i : Khch hng l nhng ngi m bn c quan h giao dch kinh doanh Tuy nhin, trn thc t, khch hng c th l bt k ai, trong hay ngoi cng ty bn, d h lm vic u, thanh ton nh th no, giao dch ra sao .Khch hng ni chung thng c phn thnh hai loi : Khch hng ni b v khch hng bn ngoi. - Khch hng bn ngoi : L nhng ngi m bn c giao dch, k c gp g trc tip hay qua in thoi, nhng ngi mua sm sn phm hay dch v ca bn. H l nhng khch hng theo quan nim truyn thng, khng c h s khng c hot ng bn hng.

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- Khch hng ni b : L nhng ngi lm vic trong cng ty bn v trng cy bn nhng dch v, sn phm v thng tin m h cn hon thnh nhim v ca mnh. H khng phi l khch hng truyn thng, nhng h cng cn c quan tm, chm sc v i x nh nhng khch hng bn ngoi. Nh vy, c nhiu nh ngha v khch hng, nhng theo tc gi lun vn th : Khch hng c th l bt k ai m chng ta phi b ngun lc ca doanh nghip ra lm hi lng ngi y. Do vy, khng ch ngi bn ngoi cng ty m ngay c nhng ngi ngay ti c quan hay doanh nghip u cng c th l khch hng ca bn. 1.4.1.2. Phn loi khch hng C rt nhiu tiu ch c th s dng nh tui, ngh nghip, hnh trnh, quc tch. Tuy nhin, phc v cho mc ch nghin cu, lun vn xin c phn loi theo mt s tiu ch sau : - Phn loi theo phm vi quc gia : Khch ni a v khch Quc t. - Phn loi theo mc trung thnh ca khch hng + Khch hng trung thnh : l nhng khch hng hu nh ch s dng sn phm hoc dch v ca mt nh sn xut no . + Khch hng tng i gn b : L nhng khch hng s dng thng xuyn sn phm ca mt cng ty nhng thnh thong cng s dng sn phm ca cc cng ty khc. + Khch hng khng gn b : L nhng khch hng s dng bt k sn phm hoc dch v ca bt k nh cung cp no ti thi im c nhu cu. - Phn loi theo c im ca ngi mua : Khch hng c nhn v khch hng t chc.

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1.4.2.Qun tr quan h khch hng 1.4.2.1. Cc quan nim v qun tr quan h khch hng. Qun tr quan h khch hng l chin lc ca cc cng ty trong vic pht trin quan h gn b vi khch hng qua nghin cu, tm hiu k lng nhu cu v thi quen ca h. Thit lp mi quan h tt p vi vi khch hng c ngha c bit quan trng i vi s thnh cng ca mi cng ty nn y l vn ht sc c ch trng. Trn th gii hin nay c kh nhiu nh ngha v qun tr quan h khch hng nhng nhn chung c ba quan im chnh : (1) nhn mnh yu t cng ngh, (2) nhn mnh n qui trnh kinh doanh hay bn hng, v (3) coi qun tr quan h khch hng chnh l chin lc kinh doanh. Quan im 1: Coi qun tr quan h khch hng nh l mt gii php cng ngh Theo quan im ny, qun tr quan h khch hng l mt h thng thng tin c thu thp t nhiu ngun khc nhau cng vi nhng phng php phn tch a ra nhng bo co, bng biu gip doanh nghip c mt bc tranh tng th v khch hng, th trng v nhng vn cn quan tm khc trong kinh doanh Quan im 2: Cho rng qun tr quan h khch hng l mt qui trnh hoc phng php c doanh nghip s dng tm hiu v nhu cu v hnh vi ca khch hng trong qu trnh mua bn, nhm pht trin mi quan h thn thit hn vi h. Theo quan im ny, qun tr quan h khch hng c hiu nh l mt qui trnh gip doanh nghip c c nhiu thng tin t pha khch hng Quan im 3: Coi qun tr quan h khch hng nh l mt chin lc kinh doanh y l quan im ton din nht, theo quan im ny, qun tr quan h khch hng l mt chin lc kinh doanh nhm ti u ho li nhun, doanh thu v s hi lng ca khch hng (theo Gartner)

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T nhng phn tch trn, theo tc gi lun vn, nh ngha v qun tr quan h khch hng c th c hiu nh sau: Qun tr quan h khch hng l mt chin lc kinh doanh theo nh hng khch hng nhm ti u ho li nhun, doanh thu v s hi lng ca khch hng ng thi nng cao nng lc cnh tranh ca doanh nghip. 1.4.2.2. Li ch ca qun tr quan h khch hng T cc nh ngha trn, c th thy li ch m qun tr quan h khch hng em li l: - i vi Khch hng : gp phn thc y mi quan h lu di gia khch hng v doanh nghip, gip khch hng c hiu r hn, c phc v chu o hn. Nh c qun tr quan h khch hng, khch hng cm thy rt c quan tm v s thch, nhu cu, ngy k nim - i vi Doanh nghip: qun tr quan h khch hng gip Doanh nghip lng nghe khch hng ca mnh nhiu hn, thng qua gip doanh nghip qung b sn phm, thng hiu mt cch nhanh chng, d dng v t chi ph nht. ng thi, qun tr quan h khch hng l cng c h tr doanh nghip qun l tp trung ngun ti nguyn ca mnh, cng nh qun l nhn vin mt cch hiu qu. - i vi nh qun l: qun tr quan h khch hng cung cp cho nh qun l nhiu cng c h tr c lc, gip nh qun l nhanh chng thng k, phn tch, nh gi tnh hnh kinh doanh ca doanh nghip t qu kh, hin ti v tng lai; pht hin nhng khim khuyt , nguy c tim n ca doanh nghip c th kp thi a ra c nhng gii php thch hp cho nhng vn . - i vi nhn vin : qun tr quan h khch hng cho php nhn vin qun l mt cch hiu qu thi gian v cng vic ca mnh. ng thi gip nhn vin nm r thng tin v tng khch hng ca mnh a ra phng thc h tr nhanh chng, hp l, to c uy tn vi khch hng. quan v ph hp vi nhu cu.

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1.5 Gii thiu v n v thc tp CNG TY C PHN DCH V BU CHNH VIN THNG SI GN (SPT), thnh lp nm 1995, SPT l cng ty c phn u tin Vit Nam hot ng trong lnh vc bu chnh vin thng. Cc thnh vin sng lp SPT gm 11 doanh nghip nh nc hot ng trn cc lnh vc nh kinh doanh, dch v xut nhp khu, du kh, a c, nh hng khch sn, du lch, kim kh in my, sn xut thit b vin thng, in t, tin hc v cung cp dch v bu chnh vin thng... Trung Tm Dch V Vin Thng SPT (STS) l n v trc thuc Cng Ty C Phn Dch V Bu Chnh Vin Thng Si Gn (Si Gon Postel Corp - SPT) Thnh lp ngy 19/10/1996 theo quyt nh s 96 /HQT-QTL ca ch tch hi ng qun tr Cng Ty. Lnh vc hot ng Trung Tm Dch V Vin Thng SPT (STS) hot ng trn ton lnh th Vit Nam, vi chc nng hot ng : Xy dng cng trnh Bu Chnh Vin Thng. Mng cp quang, cp ng, cp ng trc, hm cng cp. Thit k, lp t, bo tr h thng thit b thu bao v mng li bu chnh vin thng chuyn dng. Thit lp mng li kinh doanh cc dch v vin thng. Sn xut lp rp thit b vin thng, dch v sa cha, bo tr, bo hnh thit b u cui vin thng. Lp t h thng in cng nghip, dn dng, anten truyn hnh cp v truyn hnh v tinh.

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Kinh doanh lp t thit b bo v, Camera quan st, thit b bao ng, phng chy cha chy. S mnh SPT mang n s tha mn cho khch hng bng cht lng v s a dng dch v trn c s ng dng nhng cng ngh hng u, ci tin lin tc hot ng sn xut kinh doanh v thc y s hp tc cng c li. Xy dng mt mi trng vn ha doanh nghip giu bn sc cng ng v hon thnh trch nhim kinh t - x hi v s pht trin chung. CHNG 2 KHO ST V PHN TCH H THNG THNG TIN QUN TR QUAN H KHCH HNG TRONG DOANH NGHIP SPT 2.1 Kho st cc nghip v trong h thng thng tin qun tr quan h khch hng 2.1.1.Nhim v qun l cng tc bn hng Sau khi thu thp thng tin xong cc nhn vin phng kinh doanh s c nhim v lu tr vo h thng tin cho cng tc chm sc khch hng. Trong cng tc bn hng cn c hnh thc qun l sau:

Qun l thng tin khch hng : thu thp v qun l cc thng tin v khch hng. Vic ny s gip thun tin trong vic chm sc , theo di qu trnh thuwch hin hp ng cng nh trin khai cc gi dch v cho khch hng.

Qun l c hi thng tin trong qun l c hi c thu thp t cc cuc iu tra th trng, t c th xc nh c cc nhu cu ca khch hng vi cc loi hnh sn phm v dch v ca cng ty.

Qun l thng tin dch v l xy dng v trin khai cc loi hnh v chnh sch dch v cho tng i tng khch hng.

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B phn thc hin: - Phng khch hng . - B phn giao dch. H s d liu vo : H s khch hng bao gm: - Phiu thng tin khch hng - Phiu kho st yu cu, nhu cu khch hng trong tng lai - Cc thng tin v dch v c v mi. H s d liu ra: C s d liu c lu tr tt c thng tin u vo. Thng tin khch hng.

2.1.2.Nhim v qun l cng tc sau bn hng Sau khi bn sn phm cho mt khch hng, cng vic tip theo s l cc cng tc sau bn hng nh sau: Qun l cc dch v hu mi: Cc cng tc hng dn khch hng s dng

Qun l cc chin dch chm sc khch hng : T chc cc chng trnh i hi khch hng, t chc thm hi tng qu khch hng cc dp l k nim

Lp k hoch chin dch

Ph duyt k hoch Tin hnh chng trnh quan h khch hng Thu thp thng tin trong qu trnh tin hnh chin dch Tng hp v bo co cc kin ca khch hng B phn thc hin: Phng khch hng H s d liu u vo: - Cc thng tin cc dch v hu mi km theo hp ng

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- Cc thng tin khch hng. - Thng tin cc chin dch chm sc khch hng H s d liu u ra: - C s d liu lu tr thng tin u vo - Cc dch v hu mi ginh cho khch hng - Cc chng trnh quan h khch hng - Thng tin gii p cc thc mc, khiu ni. 2.1.3.Nhim v qun l cng vic Qun l cng vic c hai hnh thc chnh :

Qun l nhim v : Nm r thng tin nhim v cng nh bn giao nhim v n tng nhn vin c th. Qun l lch hn : Nhn vin c th t lch hn ca mnh, sau h thng s c cng c bo thc cho nhn vin khi n lch hn.

Trng , cc thng tin nh thng tin v cc cuc hn trong ngy hoc tun , cc thng tin v nhn vin, thng tin v nhim v s c lu tr vo csdl trong h thng sau , thng tin ny s c h thng gi ti mail ca tng nhn vin trong cng ty hoc qua bng phn cng cng vic c lp ra theo tng phng ban. B phn thc hin: - Ton cng ty H s d liu u vo: - Cc thng tin nhim v - Cc thng tin nhn vin - Cc thng tin lch hn ca nhn vin - Cc thng tin khch hng - Cc thng tin c hi H s d liu u ra: - Lu tr vo CSDL cc u vo

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- Bng phn cng nhim v cho cc nhn vin - S bo thc lch hn cho cc nhn vin 2.1.4.Nhim v qun l hp ng Sau khi k kt hp ng vi khch hng hoc nh cung cp ng vi cc quy nh ca b lut kinh t . Nhn vin kinh doanh s ph trch vic qun l cc hp ng ca mnh vi nhng nhim v nh sau : Phn loi hp ng bn hng, hp ng nh cung cp c hnh thc qun l hp l.

Hp ng phi c nh s, ngy k, tng gi tri, loi, lnh vc,ni dung, ngi thc hin, cc sn phm v s lng, gi, chit khu. Sau lu tr vo csdl ca h thng.

Qun l ti liu nh km hp ng: lu tr v phn loi ti liu theo thi gian, ni dung. Tm kim, phn tch, thng k cc hp ng theo thi gian, loi, thanh l. Nu c yu cu.

Vn pht sinh trong qu trnh thc hin hp ng: khi pht sinh cc vn nhn vin cn phi gii quyt mt cch nhanh chng v chnh xc ng thi phi hi kin v ch s cho php ca trng phng kinh doanh trong qu trnh x l cc pht sinh. 2.1.5.Qun l cc c hi kinh doanh Thng tin ca c hi hi kinh doanh l c thu thp t qu trnh iu tra th trng . Cng vic ny c thc hin bi phng th trng di s ch o ca trng phng th trng. Sau qu trnh in tra v thu thp thng tin phng th trng s phn tch cc thng tin t phiu iu tra qua cng ty s xc nh c cc c hi kinh doanh ca mnh . khi xc inh c c hi kinh doanh nhn vin s hon chnh

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thng tin

ny v lu tr vo kho thng tin ca h thng . Cng vic lu tr c

thc hin bi nhn vin IT ca cng ty. 2.1.6.Nhim v vic qun l chin dch marketing Khi cng ty c nhu cu m rng th trng hoc gi th phn trn th trng . Cng ty s tin hnh cc hot ng tip th . Cng vic ny s do phng kinh doanh v th trng ph trch gm cc cng vic nh sau: Cng vic 1 : qun l v t chc chin dch tip th : Qun l mt cch cht ch cc cng on ca chin dch tip th c th a hnh nh ca cng ty, ca dch v n vi khch hng. Lp k hoch chin dch Nh qun l ph duyt k hoch

Chun b tin hnh

Cng vic 2: xy dng mu thng tin chin dch, cc hnh thc qun co , cc sologan Cng vic 3 : ln danh sch cc i tng m chin dch cn hng n

Tin hnh chin dch thng qua cc phng thc nh gi email hng lot, trn th, gi SMS hng lot.

Thng k s lng gi v s lng cha gi c. Cng vic 4: qun l khch hng tim nng: Thu thp, lu tr thng tin cc khch hng tim nng. Cng vic 5 :qun l v t chc danh sch i tng marketing : Phn on th trng c chin dch tip th ph hp. 2.1.8.Qun l vic lp bo co v thng k

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lp c bo co v thng k nhn vin phng kinh doanh phi tp hp cc thng tin trong c s d liu ca h thng CRM . Sau khi ly d liu xong nhn vin kinh doanh s lp hp cc bo co v thng k nh sau :

Bo co v c hi : Bo co cho nh qun l bit nhng c hi m cng ty ang c c nhng nhim v c th. Bo co v bn hng : Mi k, phng khch hng phi c bo co v tnh hnh doanh thu, chi ph, ti sn, ngun vn cng nh d n cho vay cho nh qun l c nhng chnh sch iu chnh ph hp.

Bo co v chin dch tip th: phng khch hng cn bo co kp thi thng tin tng giai on ca chin dch tip th,chnh xc v kp thi c hng gii quyt cc kh khn gp phi Bo co mc hon thnh cc nhim v

Thng k s yu cu khiu ni v cha gii quyt : c chnh sch sau bn hng mt cch ph hp tng gi tr tng thm cho khch hng khi s dng dch v ca cng ty, trng phng khch hng s bo co tnh hnh gii quyt khiu ni cho gim c

Cc bo co v thng k trn s c lp ty theo yu cu ca cp trn ch khng nht thit phi lp ht tt c khi c yu cu . B phn thc hin: Phng khach hng H s d liu u vo: Ton b d liu CRM H s d liu u ra: Tt c cc bo co m nh qun l, phng khch hng v khch hng yu cu. 2.2. Thc trng hot ng ca h thng thng tin qun tr quan h khch hng Sau qu trnh kho st ti n v, thc t cho thy rng vic qun tr quan h khch hng ti SPT Nng c thc hin. Tuy nhin, cng ngh phc v cho cng

49

tc qun tr quan h khch hng li cha c quan tm ng mc, khng c tch hp vo h thng bn hay h thng qun l doanh thu m ch c thc hin th cng hoc cc phn mm ri rc cha c kt ni vi nhau mt cch c h thng, cc trng thng tin ca h thng ch yu l thng tin v khch hng, thng tin giao dch ch cha c nhiu thng tin phc v cho vic phn tch v p ng nhu cu ca tng nhm khch hng. Cng vi s pht trin ngy ln v s cnh tranh ngy cng gay gt, nn nu ch s dng cc phn mm ri rc hoc lm bng th cng th kh c th p ng mt cch tt nht cc cng vic nhm tha mn nhu cu ca cc khch hng hin ti cng nh m rng mi quan h tt p vi cc khch hng tim nng, bn cnh cn xy dng mt h thng thu thp cng nhiu thng tin v khch hng cng tt nhm mc ch s dng phn tch v hiu r cc nhu cu ca khch hng, cc c hi trong tng lai, s gip cho cng tya ra cc gii php, cc chin lc phc v khch hng tt hn, tng s trung thnh ca khch hng c v thu ht ngy cng nhiu khch hng mi. xy dng h thng qun tr quan h khch hng, trc ht cn kho st thc t v xc nh yu cu. Bng cc phng php kho st thc t, nht l phng vn cc cn b cng tythuc phng khch hng doanh nghip. Song song vi phng vn l cng vic thu thp cc ti liu, cc quy trnh cng vic ca vin thng SPT, cc chnh sch c ban hnh i vi khch hng ca cng ty. Kt qu sau cc cng vic trn, em c th a ra nh gi nh sau:

Con ngi Con ngi ng vai tr quan trng trong vic pht trin h thng thng tin cng nh trong s thnh bi ca cng ty. Nu i ng nhn vin c nng lc, kinh nghim v s nhy bn trong cng vic s thc y s pht trin mnh hn.

50

Trong qu trnh kho st phng kinh doanh SPT chi nhnh Nng, V phng khch hng ni ring: 3 ngi Trong : 1 Trng b phn, 2 nhn vin. Trnh i hc. i ng nhn vin u t chuyn mn trong cng vic v trnh hc vn cao nn cng d tip xc vi h thng thng tin mi v lm vic t hiu qu cao. Phn cng H thng my ch Sever Dell la may chu tai chi nhanh nhm quan ly d liu tp trung va kt ni vi may chu cua cng ty Tp. H Chi Minh . m bo mi nhn vin u c mt my tnh ni mng(d liu chung cua toan cng ty c lu tr tai server, c s dung trn may tinh thng qua m hinh Cline Server) v mt my in, fax Phn mm - H thng may chu tai chi nhanh c cai windows server 2003, SQL Server 2005. M hinh Cline Server. - WinXP c dng ch yu trong h thng v cc my c ci b office 2003. - C s h tng trung tm d liu Cac may tinh cac chi nhanh nh a nng, Cn Th, Ha Ni u c kt ni vi h thng Tp. H Chi Minh thng qua Leaseline 32Mbps. Xut pht t cc thc t trn, vic xy dng mt h thng hon chnh v qun tr quan h khch hng vic qun tr quan h khch hng c d dng v hiu qu l cn thit.

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2.3. Phn tch cc chc nng trong h thng thng tin qun tr quan h khch hng 2.3.1 Biu phn r chc nng (BFD) Qua kho st tm hiu h thng thng tin qun tr quan h khch hng trong doanh nghip ta thy c nhiu chc nng khc nhau. T chc nng chung nht, khi qut nht phn r ra nhiu chc nng con vi ngha nh sau: - M hnh c xy dng dn cng vi qu trnh kho st chi tit gip cho vic hiu bit v t chc doanh nghip v nh hng hot ng kho st. - N cho php xc nh phm vi cc chc nng hay min cn nghin cu ca doanh nghip. - N cho thy v tr ca mi cng vic trong ton h thng, trnh trng lp, gip pht hin cc chc nng cn thiu. - L c s ban u thit k cu trc h thng chng trnh sau ny hiu mt cch r nt v cc chc nng trong h thng xem s phn r chc nng nh hnh sau: Hnh 2. 1: Biu phn r chc nng ca h thng thng tin qun tr quan h khch hng

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H THNG THNG TIN QUN TR TH NG TIN KHCH HNG

QU N L C NG TC BN HN G

QUN L CHIN DCH TIP TH

QUN L CN G TC H TR SAU BN HNG

QU N L C NG VIC

BO CO -THNG K

Qun l khch hng

Qun l chng trnh tip th

Qun l dch v hu mi cho khch hng Qun l chng trnh chm sc khch hng Qu n l vic gii quyt cc khiu ni ca khch hng

Qun l nhim v

Bo co bn hng

Q un l lch hn

Qun l c h i

Qun l k hch hng tim nng

Bn co chin dch marketing

Bo co c hi

Qun l hp ng

Qun l danh sch i tng marketing Bo co tnh hnh thc hin nhim v Gi th hn g lot Bo co kt qu gii quyt cc khiu ni ca k hch hng Gi SMS hng lot

Q un l thng tin dch v

Gi Email hng lot

2.3.2. Lu h thng thng tin qun l quan h khch hng Lu h thng trnh by s di chuyn ti liu gia cc b phn, vic x l, vic lu tr trong th gii vt l bng cc s . Cc lu cng vic di y gip hiu r c tng phng ban, nhn vin, ban gim c... thc hin nhng cng vic c th no v phm vi trch nhim ra sao? Cc hnh di y s cho ta r. Hnh 2. 2.Lu qun l thng tin khch hng

53

Phng bn hng

Phng marketing

Phng khch hng

Hp ng

Kim tra

Danh sch khch hng tim nng

Hon chnh

H s hon chnh

Nhp d liu

Kho d liu

Hnh 2. 3: Lu qun l khch hng tim nng

54

Khch hng

Phng marketing

Phng khch hng

Thoonng tin danh sch khch hng tim nng

Hon chnh thng tin

Thng tin v khch hng tim nng

Lu

Nhp d liu

Kho d liu

Kho thng tin khch hng

Hnh 2. 4: Lu qun l thng tin dch vCc phng ban c lin quan Ph ngk h n h ch g Gim c

Thng tin v sn phm v dch v mi

Phiu xut v thng tin dch v hoc thay i thng tin dch v

Phiu xut v thng tin dch v hoc thay i thng tin dch v

Thc hin li

Thng bo ng

Xem xt

Nhp d liu

Thng bo cha ng

Kho thng tin dch v

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Hnh 2. 5: Lu qun l c hi kinh doanhKhch hng Phng bn hng Phng khch hng

Hp ng

Nhn din c hi kinh doanh

H s hon chnh thng tin v c hi

Phiu thng tin v cc c hi kinh doanh

Nhp d liu

Lu

Kho d liu

Kho d liu

Hnh 2. 6: Lu qun l chin dch chm sc khch hng

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Khch hng

Cc phng ban lin quan

Phng khch hng

Gim c

Gp kin v xy dng chng trnh chm sc khch hng

K hoch chng trnh chm sc khch hng

K h och chng trnh chm sc khch hng

Thc hin li

Thng bo mi tham gia chng trnh

Thc hin Xem xt

Thng b o cha n g Thng bo ng

Nhp d liu

Th ng k s lng thng bo gi

Kt qu

Kh o thng tin chin dch chm sc k hch hng

Bo co kt qu

Kt qu ca vic thc hin chin dch

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Hnh 2. 7: Lu qun l t chc chm sc khch hngKhch hng Phng khch hng Gim c

K hoch chm sc khch hng

K hoch chm sc khch hng

Thc hin li Thng tin v chng trnh chm sc khch hng

Thc hin Xem xt

Thng bo cha ng

Thng bo ng

Nhp d liu

Kho thng tin chin dch chm sc khch hng

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Hnh 2. 8: Lu qun l v t chc marketingKhch hng Cc phng ban c lin quan Phng khch hng Gim c

Phiu xut k hoch marketing

K hoch marketing

K hoch marketing

Thc hin li

Thng tin v chin dch marketing

Thc hin Xem xt

Thng bo cha ng

Thng bo ng

Nhp d liu

Thng k kt qu ca chin dch

Kt qu

Kho thng tin chin dch marketting

Bo co kt qu

Kt qu ca vic thc hin chin dch

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Hnh 2. 9: Lu qun l yu cu khiu niK hh n hc g P g h c hn h n k h g G m c i

P i y uc u h u k i n i c a h u k hh n hc g

P i y u h u cu k i nic a hu k h g h c hn

N hn t gi h n tn yu cu ki u h ni

Yu ki u c a cu h ni k h g hc hn

P hn m c ki u h ni

Ki u n i n h ni g

Ki u p t p h ni h c

Cu yu h yn cu ki u q a i m h ni u g c oc b h cc p k hn hc

Yu ki u cu h ni c u c h yn

Tu hp ht cc t i l l i ui n qa t i un vn ki u h ni

Xc h n vkm i t ah n r t g tn h u i ki ni

Yu ki u cu h ni su h k m r a ki i t a t

Cc i ip cu g yu kiu h ni

Gi i q yt u ki u h ni

Ko h n tn h u h t gi ki ni

Bo co co i m hg c

Bn bo g co

Gikt q h uco p g hn k h hc hn g

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Hnh 2. 10: Lu qun l chin dch hu miKhch hng Cc phng ban lin quan Phng khch hng Gim c

Phiu xut chng trnh hu mi cho khch hng

Phiu k hoch dch v hu mi

Phiu k hoch dch v hu mi

Thc hin li

Thc hin cc chng trnh hu mi cho khch hng

Thng bo ng

Xem xt

Nhp d liu

Thng bo cha ng

Kho thng tin dch v hu mi

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Hnh 2. 11: Lu qun l bo co v thng kPhng khch hng Gim c

Lp bo co thng k

Bn bo co thng k

Duyt bo co Bn bo co thng k

Bn bo co thng k hon chnh

Bn bo co thng k hon chnh

La bo co

Kho thng tin bo co thng k

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2.4. M hnh ha h thng 2.4.1. M hnh ha tin trnh M hnh ha tin trnh l s biu din th cc hot ng chc nng hoc qu trnh thu thp, thao tc, lu tr v phn phi d liu gia h thng v mi trng ca n cng nh gia cc thnh phn trong h thng. Qu trnh m hnh ha tin trnh c bt u bng xy dng biu ng cnh. Tip n l qu trnh lm mn lin tip t s ng cnh ny n cc tin trnh thuc cc s nhn c sau n, bng cch b sung vo cc hot ng x l ly t s phn r chc nng. Cho n khi nhn c cc lung d liu m cc tin trnh ca n n gin v hon ton c th xc nh c cc ni dung x l bn trong ca n (s mc 0, mc 1...). Cc quy tc xy dng biu lung d liu v c cc s lung d liu trn ta p dng cc quy tc nh bng sau: Bng 2. 1: Cc quy tc v biu lung d liu Tin trnh: Khng mt tin trnh no c ci ra m khng c ci vo. Nu mt i tng ch c ci ra th n ch c th l tc nhn (ngun). Khng mt tin trnh no ch c ci vo. Nu mt i tng ch c ci vo th n ch c th l tc nhn (ch). Tin trnh phi l mt mnh ch hnh ng Kho d liu: D liu khng th trc tip di chuyn t mt kho n mt kho d liu khc Khng th di chuyn d liu trc tip t mt tc nhn n mt kho d liu Khng th di chuyn trc tip t mt kho d liu n mt tc nhn. Tn kho d liu l mt mnh danh t

63

Tc nhn: D liu khng di chuyn trc tip t mt tc nhn n mt tc nhn Tn tc nhn l mt mnh danh t Lung d liu Mt lung d liu ch c mt hng ch hng di chuyn ca d liu Mt mi tn r nhnh ca lung d liu ch cng mt d liu t mt ni i n hai tin trnh, hai kho hay hai tc nhn khc nhau Hai mi tn chp li ch cng mt d liu i n t hai tin trnh, hai kho hay hai tc nhn khc nhau Mt lung d liu khng th quay li ni m n va i khi Mt lung d liu i vo mt kho c ngha l kho d liu c cp nht Mt lung d liu i ra khi mt kho c ngha l kho d liu c c Tn ca lung d liu l mt mnh danh t. Ngoi ra, cc quy tc cn c: - Cc ci vo ca mt tin trnh cn khc vi cc ci ra ca n - Cc i tng trong mt biu tin trnh phi c tn duy nht (cc tc nhn, kho d liu ca cc tin trnh khc nhau c th trng lp). - Phi cn bng cc yu t trong phn r biu lung d liu. Biu lung d liu mc ng cnh mc cao nht ca h thng l mt biu ng cnh (hnh 2.12). biu ny cho ta ci nhn tng qut v h thng trong mi trng ca n. Trong biu lung ng cnh khng c cc kho d liu. Hnh di y ta thy biu ng cnh ch c mt tin trnh duy nht l h thng thng tin qun tr quan h

64

khch hng, bn tc nhn l: CC PHNG BAN LIN QUAN, GIM C, KHCH HNG. Hnh 2. 12: Biu ng cnh h thng thng tin qun tr quan h khch hng0 Thng tin v khch hng Thng tin v yu cu sn phm Thng tin v hp ng Giy Yu cu thay i dch v Khch hng Giy Khiu ni Bn Hp ng thng tin v cc sn phm v dch v Thng tin gii p cc thc mc , khiu ni Cc chng trnh chm sc khch hng Cc chng trnh khuyn mi Phiu ngh bo co thng k Phiu Yu cu v vic trin khai cc chin dch Cc bng quyt nh H THNG THNG TIN QUN TR QUAN H KHCH HNG Bng bo co theo yu cu Bng Bo co v th trng Bng Bo co kt qu trin cng vic Gim c

Thng tin mi v cc sn phm, dch v Thng tin xut v cc chng trnh, chin dch Thng tin v khch hng Thng tin v cc nhim v, lch hn Cc phng ban c lin quan

Biu lung d liu mc 0 Biu lung d liu u tin nhn c t biu ng cnh bng cch phn r cc tin trnh ca ton h thng thnh mt s cc tin trnh (Hnh 2.13) v thm vo cc yu t khc c lin quan nh: kho d liu (D1, D2, D3, D4) T biu mc ng cnh ta tin hnh phn r biu mc 0 thnh 5 tin trnh con nh hnh sau:

Hnh 2. 13: Biu lung d liu mc 0 ca h thng thng tin qun l quan h khch hng

65

1. 0 H s k hh n hc g K hh n hc g P i Yuc ud hv c s c h u c h m P i Yuc uth n tinv s np h u g hm Bn Hp n g od h g g ia c Q L UN CN TC G BN G HN T gti v s np d hv mi h n n h m c T gtinc n s c c s ck hh n mi hn h h h h m h c g T gt k hh n h n in h c g Ccp gb nli hn a n qa un

T gtink hh n hn hc g T gtink hh n hn hc g T gtinh p n hn g T gtins np hn hm T gtinc h i k hd a h hn in o n D2 Hp n g T gtink hh n hn hc g D1 K hh n hc g

D3

Snp hm T gtins np hn hm

T gtinti th hn p

D4

C h i k hd a h in o n T gtinc h i tr nth tr g hn n

3. 0 K h hmr e g o c ak tin Q L UN CIN H H DC T T IP H Cch hth cmr e g n ak tin i t n k hh n c nn n g hc g hm

P i Qy t hc i d hmr e g h u u n h n c ak tin G c i m

T gtinc i d h hn h n c D5 T gtinmuq gc o hn un D6 Muq gc o un C i nd hmr e g h c ak tin

T gtin i t n mr ein hn g ak t g D7 i t gmr e g n ak tin

T gtinc i ti lc h n hn h t h 4. 0 T gtinc i ti n i v hn h t h m Bn p c n n i v g hn g h m Q L UN C N V G I C

T gtinlc h n hn h

T gtinn i v hn h m D6 T gtinl hh n hn c D7 Lc h ch n L h hn Ni v h m

T gtinn v n hn h n i

D8

N nv n h n in N vi h

5. 0

T gt c i d hmr e g h n in h n c ak tin T gtinc h i k hd a h hn in o n T gtink hh n hn hc g

P i Yuc uc cb oc o h u Bn Boc otn tn tr nk a mr e g g h h i h i ak tin Bn Boc oc cc n v c v c h th n g g i h a o n h Boc oc cc h i Boc otn h hc s ck hh n h n h m h c g Boc od a hth on u

, th n k g

BO V CO TG HN K

T gtinmuq gc o hn un T gtinc c n i v hn h m T gtinc c lc h n hn h T gtinh p n hn g

P i Yuc ud hv C K h u c S H T gtinC n tr hc s ck hh n hn h g n h m h c g T gtinG i pt mc hn i h c

, k i n i h u

2. 0 Q L SU UN A BN G HN

Ccc n trn c s ck hh n h g h h m h c g

, k i n i c ak hh n h u hc g

T gt y uc uk i n i h n in h u D9 Cctn h g h un

T gtind hv h umi hn c D1 0 C i d hh umi h n c

Biu lung d liu mc 1 T biu lung mc 0 trn ta li i phn r ra thnh nhng tin trnh con nh hn l biu lung d liu mc 1. Ta xt hnh 2.13 trn. Tin trnh u tin 1.0 l qun l cng tc bn hng. N chuyn yu cu tuyn dng thnh 3 yu cu nh l:

66

+ Qun l khch hng (1.1) + Qun l hp ng (1.2) + Qun l thng tin sn phm dch v(1.3) + Qun l c hi(1.4) Cng ging nh tin trnh 1.0. Tin trnh 2.0, 3.0, 4.0, 5.0 th ta cng c cc tin trnh c phn r nh cc hnh di y: Hnh 2. 14: S mc 1 ca qu trnh qun l bn hng1. 1 Q n hc u l kh hn g C pg hn c bni n a l qa un

K c hn h h g

T n tn kh g h gi v hc hn

D1

K c hn h h g

1. 2

T n tn n h gi v H g p

Q n u l hp n g

T n t n n h gi hp g D2 H n g p

1. 3 T n tn sn hm h gi cc p Q nhn u l t g tn p i sn hm dh v c , dh vm c i

T n tn p h gi sn hm

, dh vm c i

D3

T n tn p h gi sn hm

,

dh v c

1. 4 T n tn cu p h n h gi Y v sn hm t i u i T n tn i ur t tn h gi t tah r g Q n u l c hi

T n tn i ur t tn h gi tah r g

D4

Chik h on i dah n

Hnh 2. 15: S mc 1 ca qu trnh qun l marketing

67

3.1

Phiu xut chng trnh Gim c Quyt nh chin dch tip th Qun l chin dch tip th

K hoch marketing Cc mu tip th Cc phng ban lin quan

Thng tin chin dch marketing Thng tin cc mu tip th Thng tin chin dch marketing

D1

D2

Mu tip th

3.2

Thng tin i tng cn nhm n Khch hng Qun l i tng marketing Thng tin khch hng

Thng tin kho st th trng

Thng tin i tng marketing

D3

i tng marketing

D4

Khch hng

D5

C hi kinh doanh

3.3

Qun l khch hng tim nng

Thng tin v khch hng tim nng

Danh sch khch hng tim nng

D4

Khch hng

3.4 Thng tin v sn phm , dch v mi Gi th Danh sch nhm khch hng cn tip th

Cc chng trnh khuyn mi

Thng tin sn phm

, dch v mi D5 Thng tin sn phm , dch v

3.5 Thng tin v sn phm , dch v mi Gi Email hng lot

Danh sch nhm khch hng cn tip th Thng tin sn phm , dch v mi

Cc chng trnh khun mi

3.6 Thng tin v sn phm , dch v mi Gi tin SMS hng lot

Danh sch nhm khch hng cn tip th Thng tin sn phm , dch v mi

Cc chng trnh khun mi

68

Hnh 2. 16: S mc 1 ca qu trnh qun l cng vic4.1

C c phng ban T i B n g p h n c n g Qn hu i nm l v n h ih m n g t i n n h D1 m v N h i m v li n q u a n v

D2

L c h h n

4.2

T h n g tin v n h i m v T h n g tin lc h h n

B n g n h i m v v c n g v i T ch n g t i n n h D3n v i n N h n v i n Q u n l lc h h n B n g lc h h n

69

Hnh 2. 17: S mc 1 ca qu trnh qun l sau bn hng2.1 Khch hng Cc dch v hu mi QUN L DCH V HU MI Thng tin v Cc chng trnh hu mi Cc phng ban lin quan

Thng tin khch hng D1 Cc iu khon tha thun D2 Thng tin v chng trnh D3 Chng trnh hu mi Hp ng Khch hng

2.2 Phiu khiu ni Thng tin gii p khiu ni QUN L GII P KHIU NI

Phiu xut gii quyt cc khiu ni Thng tin khch hng

Thng tin cn gii p yu cu khiu ni D4 Thng tin dch v D5 Thng tin dich v Thng tin khiu ni

2.3 QUN L Thng tin v chng trnh chm sc khch hng CHNG TRNH CHM SC KHCH HNG

Thng tin khch hng

Phiu xut Chng trnh chm sc khch hng

Hnh 2. 18: S mc 1 ca qu trnh qun l bo co v thng k

70

5.1

Phiu Yu cu bn bo co Gim c Bng Bo co doanh thu

Bo co bn hng

Thng tin hp ng Thng tin khch hng

D1

Hp ng Hp ng

Bng thng k cc c hi kinh doanh

D2

Khch hng

5.2

Phiu Yu cu bo co

Bo co c hi

Thng tin c hi kinh doanh

D3

C hi kinh doanh

5.3 Phiu Yu cu bo co tnh hnh Bng bo cao tnh hnh trin khai cc chin dch Bo co v chin dch tip th Thng tin chin dch Thng tin cc mu tip th

D4

Thng tin chin dch marketing

Bng bo co cc cng vic v cha hon thnh 5.4 Thng tin nhim v Bo co mc d hon thnh nhim v

D5

Mu tip th

D6

Nhim v

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2.4.2 M hnh ha logic cc tin trnh c t ni dung ca cc tin trnh trong mt s lung d liu, ta s dng Ting Anh c cu trc thng dng bao gm cc t nh: read, write, print, sort, move, add, if, else, then, do, while ting anh c cu trc khng s dng tnh t v trng t, c din t dng ngn gn ngi s dng v nh lp trnh d c, d hiu hn. Sau y l cc c t ting Anh c cu trc biu din logic trong s lung mc mt ca h thng thng tin qun tr quan h khch hng nh sau: Bng 2. 2: M hnh ha cc tin trnh Tin trnh 1.1: Qun l khch hng Begin Read (thng tin khch hng) Write(thng tin lu tr khch hng) End Tin trnh 1.2: qun l hp ng Begin Read (thng tin chi tit v hp ng giao dch) Write(thng tin lu tr hp ng) End Tin trnh 1.3: qun l thng tin dch v Begin Read (thng tin v cc dch v)

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Write ( thng tin lu tr v sn phm v dch v) End Tin trnh 1.4: qun l c hi Begin Read (thng tin yu cu v sn phm dch v) Read(thng tin t iu tra th trng) Write(thng tin lu tr v yu cu) Write (thng tin lu tr iu tra th trng) End Tin trnh 3.1: qun l chin dch tip th Begin Read (k hoch v chng trnh tip thi) Write (phiu xut chng trnh tip th) If (bng quyt nh chin dch c duyt) Then Write(thng tin lu tr v chin dch marketing) End Tin trnh 3.2: qun l di tng marketing Begin Read (thng tin i tng cn nhm n) Read (thng tin kho st th trng)

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Write (i tng marketing) Write (thng tin lu tr v c hi) End Tin trnh 3.3: qun l khch tim nng Begin Read (thng tin khch hng tim nng) Write (thng tin lu tr khch hng tim nng) End Tin trnh 3.4: gi th Begin Read (danh sch cn gi th) Read (thng tin v sn phm v dch v mi) write (thng tin v sn phm v dch v mi) and (thng tin chng trnh khuyn mi). End. Tin trnh 3.5: gi email Begin Read (danh sch cn gi th) Read (thng tin v sn phm v dch v mi) write (thng tin v sn phm v dch v mi) and (thng tin chng trnh

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khuyn mi). End Tin trnh 3.6: gi SMS Begin Read (danh sch cn gi th) Read (thng tin v sn phm v dch v mi) write (thng tin v sn phm v dch v mi) and (thng tin chng trnh khuyn mi). End Tin trnh 4.1: qun l nhim v Begin Read (bng phn cng nhim v) Write(thng tin lu tr v nhim v) End Tin trnh 4.2: qun l lich hn Begin Read (thng tin v lch hn) Read (thng tin v nhim v) Read (thng tin v nhn vin) Write (thng tin v cuc hn ca nhn vin)

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End Tin trnh 2.1: qun l hu mi Begin Read (thng tin chng trnh hu mi) Read (thng tin khch hng) Read (thng tin cc iu khon trong hp ng) Write(thng tin v cc gi hu mi ) Write(thng tin lu tr v chng trnh hu mi)

End Tin trnh 2.2: qun l gii p khiu ni Begin Read (phiu yu cu khiu ni) Read (phiu xut gii quyt khiu ni) Read (thng tin khch hng) Read (thng tin dch v) Write(thng tin gii quyt khiu ni) Write(thng tin lu tr v gii quyt khiu ni) End Tin trnh 2.4: qun l chm sc khch hng

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Begin Read (thng tin khch hng) Read(phiu xut chng trnh) Write(thng tin v chng trnh chm sc khch hng) End Tin trnh 5.1: bo co bn hng Begin Read (bng doanh thu) If (bng yu cu bo co bn hng) Then { Bng bo co doanh thu } End Tin trnh 5.2: bo co c hi kinh doanh Begin Read ( thng tin c hi kinh doanh) If (Bng ngh bo co theo yu cu) Then { Bng bo co cc c hi kinh doanh

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} End Tin trnh 5.3: bo co v chin dch tip th Begin Read ( thng tin chin dch tip th) If (Bng ngh bo co theo yu cu) Then { Bng bo co kt qu ca chin dch } End Tin trnh 5.4: bo co mc hon thnh nhim v Begin Read ( thng tin tnh hnh cc nhim v) If (Bng ngh bo co theo yu cu) Then { Bng bo co mc hon thnh nhim v } End

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CHNG 3 THIT K H THNG THNG TIN QUN TR QUAN H KHCH HNG (CRM) V HNG PHT TRIN 3.1 M hnh d liu quan nim Qu trnh m hnh ha d liu quan nim bao gm vic la chn trong cc h s, ti liu nhng thng tin c s, chnh xc ha, phn loi v sp xp chng theo mt cch nht nh. Sn phm ca qu trnh ny l cc m hnh Thc th - Mi quan h (E-R). 3.1.1 Xc nh thc th, gn thuc tnh v xc nh nh danh T nhng d liu thu thp c ta gn cho n mt ci tn c th gi l thc th. Vi mi thc th xc nh c, ta tm trong cc thuc tnh cn li nhng thuc tnh thc s l ca thc th ny v ghi vo danh sch cc thuc tnh ca cc thc th. Tip theo ta xt ln lt cc thc th v xc nh thuc tnh nh danh. Di y l bng t in d liu v cc mc ly ra t cc ti liu kho st v nhng c trng ca n. Bng 2. 3: Bng tng hp t in d liu STT 1 2 3 4 5 6 7 8 9 Tn d liu M khch hng Tn khch hng Danh xng Chc v ca khch hng Loi khch hng hng a ch lin h S in thoi lin lc S Fax Diachilienhe SDTlienlac Fax KTT KTT KTT Chui Chui Chui Makh Tenkh Danhxung Chc nng Loaikh K hiu Loi KTT KTT KTT KTT KTT KTT M t kiu d liu Chui Chui Chui Chui Chui Chui

Tn i tng khch TENDOITUONG

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10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37

Email ca khch hng M loi khch hng M quc gia Tn quc gia M nhn vin Tn nhn vin ia ch Gii tnh Ngy sinh Chc v Nhm bn hng M chc v M nhm bn hng Tn nhm bn hng Ghi ch M chin dch tip th Tn chin dch tip th Ngi ph trch Ngy bt u Ngy kt thc Chi ph k vng Chi ph thc t Knh marketing M knh marketing Tn knh marketing M c hi Tn c hi Loi c hi

Email Maloaikh Maquocgia quocgia Manv Tennv Diachi Gioitinh Ngaysinh Chucvu Nhombanhang Machucvu Manhom nhombanhang Ghichu Machiendich Tenchiendich Nguoiphutrach Ngaybatdau Ngayketthuc Chiphikivong Chiphithucte Kenh Makenh tenkekenh Macohoi Tencohoi Loaicohoi

KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT

Chui Chui Chui Chui Chui Chui Chui Chui Ngy , thng Chui Chui Chui Chui Chui Chui Chui Chui Chui Ngy, thng Ngy, thng S S Chui Chui Chui Chui Chui Chui

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38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65

Ngun gc ca c hi Doanh thu k vng Giai on Xc sut Ngy k vng Ngy cp nht Thng tin M c hi M lch hn Tn lch hn Loi lch hn Thi gian bt u Thi gian kt thc Lu lng cuc gp a im Ngi chu trch nhim Ngi t chc M t M loi lch hn loi lch hen M cuc gi Tn cuc gi Loi cuc gi Ngy thc hin M loi cuc gi Loi cuc gi M mu trn th Tn mu

Nguongoc Doanhthukyvong Giaidoan xacsuat Ngaykyvong ngaycapnhat Thongtin Macohoi Malichhen Tenlichhen Loailichhen Tgbatdau Tgketthuc Luuluong Diadiem nguoichiutrachnhiem nguoitochuc mota Maloailichhen Loailichhen Macuocgoi Tencuocgoi Loaicuocgoi Ngaythuchien Maloaicuocgoi Loaicuocgoi Mamau Tenmau

KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT

Chui Chui Chui S thp phn Ngy, thng Ngy, thng Chui Chui Chui Chui Chui Ngy, thng Ngy, thng Thi gian Chui Chui Chui Chui Chui Chui Chui Chui Chui Ngy, thng Chui Chui Chui Chui

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66 67 68 69 70 71 72 73 74 75 76 77 78

ln Phn loi Tiu bc th Trng thi Ni dung bc th M phn loi mu th Tn phn loi mu th Kiu s dng M yu cu khch hng Tn yu cu Mc Hnh thc ca yu cu M khiu ni

Dolon Phanloai Tieude Trangthai Noidung Maphanloai phanloai kieusudung Mayeucau Tenyeucau Mucdo Hinhthuc Makhieunai

KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT KTT

S Chui Chui Chui Chui Chui Chui Chui Chui Chui Chui Chui Chui Chui

79 Tn khiu ni Tenkhieunai T bng trn , ta duyt c cc thc th sau:

Thc th KHACHHANG c cc thuc tnh sau l: m khch hng, tn khch hng, danh xng, chc nng, loi khch hng, tn i tng, a ch lin h, s in thoi lin lc, fax, email.

Thc th LOAIKH c cc thuc tnh sau l: m loi khch hng, loi khch hng. Thc th QUOCGIA c cc thuc tnh sau l : m quc gia, quc gia. a ch, s in thoi, email, chc v, nhm bn hng.

Thc th NHANVIEN c cc thuc tnh sau l: m nhn vin, tn nhn vin,

Thc th CHUCVU c cc thuc tnh sau l: m chc v, chc v. Thc th NHOMBANHANG c cc thuc tnh sau l: m nhm, nhombanhang, s thnh vin, ngi ph trch, ghi ch.

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Thc th CHIENDICH c cc thuc tnh sau l: m chin dch, tn chin dch, nhm bn hng, ngi ph trch, tn i tng, ngy bt u , ngy kt thc, chi ph k vong, chi ph thc t, knh.

Thc th DOITUONGKH c cc thuc tnh sau l: m danh sch, tn i tng. Thc th KENHMAR c cc thuc tnh sau l: m knh, knh. Thc th COHOI c cc thuc tnh sau l: m c hi, tn c hi, loi c hi, ngun gc, doanh thu k vng, giai on, xc sut, ngy k vng, ngy cp nht, thng tin.

Thc th LOAICOHOI c cc thuc tnh sau l: m loi c hi, loi c hi. Thc th GIAIDOAN c cc thuc tnh sau l: m giai on, giai on, xc sut. Thc th CUOCGOI c cc thuc tnh sau l: m cuc gi, tn cuc gi, loi cuc gi, lu lng, ngy thc hin, ngi chu trch nhim, nhm bn hng, tn i tc, tn khch hng, s in thoi lin lc, m t. Thc th LOAICUOCGOI c cc thuc tnh sau l: m loi cuc gi, loi cuc gi Thc th LICHHEN c cc thuc tnh sau l: m lch hn, tn lch hn, loi lch hn, thi gian bt u, lu lng, thi gian kt thc, a im, tn i tc, tn khch hng, s in thoi lin lc, ngi chu trch nhim, ngi t chc, m t.

Thc th LOAILICHHEN c cc thuc tnh sau l: m loi lch hn, loi lch hn, ghi ch.

Thc th YEUCAU c cc thuc tnh sau l : m yu cu, tn yu cu, ngi chu trch nhim, ngy thc hin, ngy kt thc, tn i tc, tn khch hng, s in thoi lin lac, email, mc , hnh thc, m t.

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Thc th YKIENKHIEUNAI c cc thuc tnh sau l: m khiu ni, tn khiu ni, ngy bt u, ngy kt thc, nhm bn hng, mc , tn i tc, tn khch hng, s in thoi lin lc, email, m t.

Thc th MAUTRONTHU&SMS&EMAIL c cc thuc tnh sau l: m mu, tn mu, phn loi, ln, tiu , trng thi.

Thc th PHANLOAIMAU c cc thuc tnh sau l: m phn loi, phn loi, kiu s dng. 3.1.2 Xc nh cc mi quan h v gn thuc tnh cho n Sau khi duyt cc thuc tnh cn li ca bng t trn xung ta xc nh c cc mi quan h nh sau: KHACHHANG v LOAIKH : Mt khch hng thuc mt hoc nhiu loi khch hng v mt loi khch hng c nhiu khch hng KHACHHANG v YKIENKHIEUNAI : Mt khch hng c th c khng hoc nhiu kin khiu ni v mt kin khiu ni ch thuc mt khch hng

KHACHHANG v COHOI : Mt khch hng mang n khng hoc nhiu c hi cho cng ty vin thng v mt c hi ch ca mt khch hng duy nht.

KHACHHANG v LICHHEN: Mt khch hng c th c mt hoc nhiu lch hn nhng mt lch hn ch c mt khch hng.

KHACHHANG v CUOCGOI: Mt khch hng c th c mt hoc nhiu cuc gi nhng mt cuc gi ch c mt khch hng. KHACHHANG v YEUCAU : Mt khch hng c th c khng hoc nhiu yu cu v mt yu cu thuc khng hoc nhiu khch hng khc nhau.

KHACHHANG v DSDOITUONG: Mt khch hng c th thuc mt danh sch tn i tng v mt danh sch tn i tng cha khng hoc nhiu khch hng. COHOI v CHIENDICH : Mt chin dch tip th ginh cho nhiu c hi khc nhau v mt c hi ch c mt chin dch tip th

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CHIENDICHTIEPTHI v DSDOITUONG : Mt chin dch tip th ginh cho mt hoc nhiu danh sch tn i tng khc nhau v mt danh sch tn i tng phc v cho nhiu chin dch tip th.

NHANVIEN v CHUCVU : Mt nhn vin c mt chc v v mt chc v ca nhiu nhn vin.

NHOMBANHANG v NHANVIEN : Mt i chin dch gm mt hoc nhiu nhn vin v mt nhn vin thuc mt hoc nhiu i chin dch

NHOMBANHANG v CHIENDICH : Mt i chin dch thc hin mt hoc nhiu chin dch tip th v mt chin dch tip th c thc hin bi mt i chin dch.

MAUTRONTHU&SMS&EMAIL v PHANLOAIMAU : Mt mu trn th hay mu SMS hay mu email thuc mt loi phn loi mu v mt loi phn loi mu cha khng hoc nhiu mu trn th, mu SMS, mu email.

MAUTRONTHU&SMS&EMAIL v DSDOITUONG : Mt mu c dng cho mt hoc nhiu danh sch tn i tng khc nhau v mt danh sch tn i tng c truyn cho nhiu mu khc nhau.

YKIENKHIEUNAI v NHANVIEN : Mt nhn vin x l nhiu kin khiu ni v mt kin khiu ni c ch mt nhn vin x l. NHANVIEN v LICHHEN : Mt nhn vin c nhiu lch hn v mt lch hn ch ca mt hoc nhiu nhn vin. NHANVIEN v COHOI : Mt nhn vin c th theo di mt hoc nhiu c hi v mt c hi ch mt nhn vin gim st. NHANVIEN v CUOCGOI: Mt nhn vin c nhiu cuc gi v mt cuc gi ch ca mt hoc nhiu nhn vin.

KHACHHANG VA QUOCGIA: Mt khch hng ch thuc mt quc gia v mt quc gia c th c nhiu khch hng

COHOI v LOAICOHOI: mt c hi ch c th c 1 loi c hi v mt loi c hi c th c khng hoc nhiu c hi.

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COHOI v GIAIDOAN: Mt c hi ch c th c mt giai on v mt giai on c th c khng hoc nhiu c hi khc nhau. CHIENDICH v KENHMAR: Mt chin dch c th c mt mt hoc nhiu knh trin khai v mt knh mar c th c mt hoc nhiu chin dch trin khai. LICHHEN v LOAILICHHEN: Mt lch hn ch c th c mt loi lch hn v loi lch hn c th c khng hoc nhiu lch hn. CUOCGOI v LOAICUOCGOI: cuc gi ch c th c mt loi cuc gi v loi cuc gi c th c khng hoc nhiu cuc gi. 3.1.3 M hnh E-R T nhng iu ni trn, ta c c m hnh E-R nh hnh sau: Hnh 2. 19: S thc th mi quan h E-R

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L O A IK H (1 )

C H IT IE T K H (2 )

Q U O C G IA

CHUCVU

NHOM BANHANG

(3 ) COHOI L O A IC O H O I (8 ) C /t h u c (2 4 ) t h e o d i (2 0 ) c / t h u K H A C H A N G c (3 )C / t h u c (2 1 )c t h u c ( 1 4 )a

(6 ) C /c h o

N H A N V IE N (7 ) C /th u c

G IA ID O A N (1 1 ) C / t h u c D O IT U O N G K H 12a D O IT U O N G M A R 1 2 b 10b C H IE N D I C H 10a KENHM AR

C H IT IE T Y E U C A U

(1 4 ) b

H IN H T H U C M A R

(1 5 ) c