{"id":5894,"date":"2025-06-22T02:47:34","date_gmt":"2025-03-25T19:34:49","guid":{"rendered":"https:\/\/www.ckconitsha.com\/vn\/?p=5894"},"modified":"2025-06-22T02:47:34","modified_gmt":"2025-06-21T19:47:34","slug":"customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang","status":"publish","type":"post","link":"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/","title":{"rendered":"Customer Journey l\u00e0 g\u00ec? X\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Customer_Journey_la_gi\" >Customer Journey l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#4_Mo_hinh_Customer_Journey_pho_bien\" >4 M\u00f4 h\u00ecnh Customer Journey ph\u1ed5 bi\u1ebfn<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Mo_hinh_AIDA\" >M\u00f4 h\u00ecnh AIDA<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Mo_hinh_5A\" >M\u00f4 h\u00ecnh 5A<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Mo_hinh_AARRR\" >M\u00f4 h\u00ecnh AARRR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Mo_hinh_Customer_Journey_ACCSR\" >M\u00f4 h\u00ecnh Customer Journey ACCSR<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Nguyen_tac_xay_dung_Customer_Journey_Map\" >Nguy\u00ean t\u1eafc x\u00e2y d\u1ef1ng Customer Journey Map<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Xay_dung_dua_tren_goc_nhin_cua_khach_hang\" >X\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean g\u00f3c nh\u00ecn c\u1ee7a kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Truc_quan_hoa_hanh_trinh_khach_hang\" >Tr\u1ef1c quan h\u00f3a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Ghi_lai_hanh_trinh_da_kenh_cua_khach_hang\" >Ghi l\u1ea1i h\u00e0nh tr\u00ecnh \u0111a k\u00eanh c\u1ee7a kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Su_ket_noi_giua_trai_nghiem_va_cam_xuc_khach_hang_can_duoc_the_hien_ro\" >S\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa tr\u1ea3i nghi\u1ec7m v\u00e0 c\u1ea3m x\u00fac kh\u00e1ch h\u00e0ng c\u1ea7n \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n r\u00f5<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Tai_sao_can_xay_dung_Customer_Journey_Map\" >T\u1ea1i sao c\u1ea7n x\u00e2y d\u1ef1ng Customer Journey Map?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#8_Buoc_xay_dung_Customer_Journey_Map\" >8 B\u01b0\u1edbc x\u00e2y d\u1ef1ng Customer Journey Map<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_1_Xac_dinh_muc_tieu_xay_dung_ban_do_hanh_trinh_khach_hang\" >B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_2_Phac_thao_chan_dung_khach_hang_Customer_Persona\" >B\u01b0\u1edbc 2: Ph\u00e1c th\u1ea3o ch\u00e2n dung kh\u00e1ch h\u00e0ng (Customer Persona)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_3_Xac_dinh_Touchpoint_diem_cham_voi_khach_hang\" >B\u01b0\u1edbc 3: X\u00e1c \u0111\u1ecbnh Touchpoint (\u0111i\u1ec3m ch\u1ea1m) v\u1edbi kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_4_Tong_hop_cac_phan_hoi_cua_khach_hang\" >B\u01b0\u1edbc 4: T\u1ed5ng h\u1ee3p c\u00e1c ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_5_Xac_dinh_Pain_point_cua_khach_hang\" >B\u01b0\u1edbc 5: X\u00e1c \u0111\u1ecbnh Pain point c\u1ee7a kh\u00e1ch h\u00e0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_6_Xac_dinh_cac_yeu_to_can_hien_thi_trong_ban_do\" >B\u01b0\u1edbc 6: X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 c\u1ea7n hi\u1ec3n th\u1ecb trong b\u1ea3n \u0111\u1ed3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_7_Xac_dinh_nguon_luc_hien_co_va_can_co\" >B\u01b0\u1edbc 7: X\u00e1c \u0111\u1ecbnh ngu\u1ed3n l\u1ef1c hi\u1ec7n c\u00f3 v\u00e0 c\u1ea7n c\u00f3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Buoc_8_Hinh_anh_hoa_Customer_Journey_Map\" >B\u01b0\u1edbc 8: H\u00ecnh \u1ea3nh h\u00f3a Customer Journey Map<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Cach_toi_uu_Customer_Journey_Map\" >C\u00e1ch t\u1ed1i \u01b0u Customer Journey Map<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Tam_nhin_ro_rang_ve_nhung_gi_muon_dat_duoc\" >T\u1ea7m nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 nh\u1eefng g\u00ec mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Sap_xep_Customer_Journey_map\" >S\u1eafp x\u1ebfp Customer Journey map<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.ckconitsha.com\/vn\/customer-journey-la-gi-xay-dung-hanh-trinh-khach-hang\/#Cai_thien_trai_nghiem_nhan_vien\" >C\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<p style=\"text-align: justify\">M\u1eb7c d\u00f9 kh\u00f4ng th\u1ec3 d\u1ef1 \u0111o\u00e1n m\u1ecdi tr\u1ea3i nghi\u1ec7m v\u1edbi \u0111\u1ed9 ch\u00ednh x\u00e1c 100% nh\u01b0ng x\u00e2y d\u1ef1ng Customer Journey l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u1ec3 theo d\u00f5i c\u00e1c c\u1ed9t m\u1ed1c quan tr\u1ecdng m\u00e0 c\u00e1c kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p.<\/p>\n<h2 id=\"customer-journey-la-gi\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Customer_Journey_la_gi\"><\/span>Customer Journey l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Customer Journey l\u00e0 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng, to\u00e0n b\u1ed9 nh\u1eefng tr\u1ea3i nghi\u1ec7m m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 v\u1edbi m\u1ed9t t\u1ed5 ch\u1ee9c, doanh nghi\u1ec7p. H\u00e0nh tr\u00ecnh n\u00e0y b\u1eaft \u0111\u1ea7u t\u1eeb l\u00fac kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p, cho \u0111\u1ebfn khi h\u1ecd mua h\u00e0ng, s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n<p style=\"text-align: justify\">Customer Journey Map (CJM) l\u00e0 m\u1ed9t b\u1ea3n \u0111\u1ed3 tr\u1ef1c quan h\u00f3a h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng khi t\u01b0\u01a1ng t\u00e1c v\u1edbi m\u1ed9t doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5. B\u1ea3n \u0111\u1ed3 n\u00e0y bao g\u1ed3m m\u1ecdi \u0111i\u1ec3m ch\u1ea1m (touch-point) trong t\u1eebng giai \u0111o\u1ea1n c\u1ee7a v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng.<\/p>\n<p style=\"text-align: justify\">B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng th\u01b0\u1eddng bao g\u1ed3m c\u00e1c giai \u0111o\u1ea1n ch\u00ednh c\u1ee7a qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u00e0 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac kh\u00e1c nhau gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p. N\u00f3 cung c\u1ea5p c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 c\u1ea3m x\u00fac, nhu c\u1ea7u, mong \u0111\u1ee3i, \u0111i\u1ec3m m\u1ea1nh\/y\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng trong m\u1ed7i giai \u0111o\u1ea1n. Gi\u00fap c\u00e1c doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh c\u01a1 h\u1ed9i c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n kinh doanh hi\u1ec7u qu\u1ea3.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"Customer Journey l\u00e0 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/1-Customer-Journey-la-gi.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<h2 id=\"4-mo-hinh-customer-journey-pho-bien\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"4_Mo_hinh_Customer_Journey_pho_bien\"><\/span>4 M\u00f4 h\u00ecnh Customer Journey ph\u1ed5 bi\u1ebfn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"mo-hinh-aida\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Mo_hinh_AIDA\"><\/span>M\u00f4 h\u00ecnh AIDA<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">AIDA l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh Marketing \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 m\u00f4 t\u1ea3 qu\u00e1 tr\u00ecnh m\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng tr\u1ea3i qua tr\u01b0\u1edbc khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. M\u00f4 h\u00ecnh n\u00e0y bao g\u1ed3m 4 giai \u0111o\u1ea1n:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">Attention (Ch\u00fa \u00fd): Kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Interest (S\u1ef1 quan t\u00e2m): Kh\u00e1ch h\u00e0ng quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Desire (Mong mu\u1ed1n): Kh\u00e1ch h\u00e0ng mong mu\u1ed1n s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Action (H\u00e0nh \u0111\u1ed9ng): Kh\u00e1ch h\u00e0ng th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng mua h\u00e0ng.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">M\u00f4 h\u00ecnh AIDA c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng trong Customer Journey map \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac quan tr\u1ecdng trong h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung c\u00e1c n\u1ed7 l\u1ef1c Marketing v\u00e0o c\u00e1c giai \u0111o\u1ea1n ph\u00f9 h\u1ee3p nh\u1ea5t \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh. M\u00f4 h\u00ecnh AIDA kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh ho\u00e0n h\u1ea3o, nh\u01b0ng n\u00f3 cung c\u1ea5p m\u1ed9t khung l\u00e0m vi\u1ec7c h\u1eefu \u00edch \u0111\u1ec3 doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<h3 id=\"mo-hinh-5a\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Mo_hinh_5A\"><\/span>M\u00f4 h\u00ecnh 5A<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">M\u00f4 h\u00ecnh 5A l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1edfi Philip Kotler \u2013 Cha \u0111\u1ebb c\u1ee7a Marketing hi\u1ec7n \u0111\u1ea1i. M\u00f4 h\u00ecnh n\u00e0y m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng theo 5 giai \u0111o\u1ea1n:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">Awareness (Nh\u1eadn th\u1ee9c): Giai \u0111o\u1ea1n n\u00e0y b\u1eaft \u0111\u1ea7u khi kh\u00e1ch h\u00e0ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a m\u00ecnh. H\u1ecd c\u00f3 th\u1ec3 nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nhu c\u1ea7u th\u00f4ng qua nhi\u1ec1u c\u00e1ch kh\u00e1c nhau, ch\u1eb3ng h\u1ea1n nh\u01b0 tr\u1ea3i qua m\u1ed9t v\u1ea5n \u0111\u1ec1 ho\u1eb7c nhu c\u1ea7u n\u00e0o \u0111\u00f3, b\u1ecb t\u00e1c \u0111\u1ed9ng b\u1edfi th\u00f4ng tin marketing, xem x\u00e9t c\u00e1c s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Appeal (Thu h\u00fat): Giai \u0111o\u1ea1n n\u00e0y di\u1ec5n ra khi kh\u00e1ch h\u00e0ng b\u1ecb thu h\u00fat b\u1edfi m\u1ed9t s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3, ch\u1eb3ng h\u1ea1n nh\u01b0 gi\u00e1 c\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng, th\u01b0\u01a1ng hi\u1ec7u, t\u00ednh n\u0103ng, l\u1ee3i \u00edch.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Ask (T\u00ecm hi\u1ec3u): Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u th\u00f4ng qua nhi\u1ec1u c\u00e1ch kh\u00e1c nhau, ch\u1eb3ng h\u1ea1n nh\u01b0 \u0111\u1ecdc \u0111\u00e1nh gi\u00e1, so s\u00e1nh gi\u00e1, tr\u00f2 chuy\u1ec7n v\u1edbi b\u1ea1n b\u00e8, ng\u01b0\u1eddi th\u00e2n.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Action (H\u00e0nh \u0111\u1ed9ng): Kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh mua s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5. H\u1ecd c\u00f3 th\u1ec3 mua h\u00e0ng tr\u1ef1c ti\u1ebfp t\u1ea1i c\u1eeda h\u00e0ng, mua h\u00e0ng online ho\u1eb7c mua h\u00e0ng qua \u0111i\u1ec7n tho\u1ea1i.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Advocate (\u1ee6ng h\u1ed9): Kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p cho nh\u1eefng ng\u01b0\u1eddi kh\u00e1c.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"mo-hinh-aarrr\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Mo_hinh_AARRR\"><\/span>M\u00f4 h\u00ecnh AARRR<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">M\u00f4 h\u00ecnh AARRR l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1edfi Dave McClure, nh\u00e0 s\u00e1ng l\u1eadp c\u1ee7a 500 Startups. M\u00f4 h\u00ecnh n\u00e0y m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng theo 5 giai \u0111o\u1ea1n:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">Acquisition (Thu h\u00fat): S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng m\u1edbi ti\u1ebfp c\u1eadn v\u1edbi s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Activation (H\u00e0nh \u0111\u1ed9ng): S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3, ch\u1eb3ng h\u1ea1n nh\u01b0 \u0111\u0103ng k\u00fd t\u00e0i kho\u1ea3n, mua s\u1ea3n ph\u1ea9m ho\u1eb7c s\u1eed d\u1ee5ng m\u1ed9t t\u00ednh n\u0103ng nh\u1ea5t \u0111\u1ecbnh.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Retention (Duy tr\u00ec): S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p trong m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Revenue (Doanh thu): S\u1ed1 ti\u1ec1n m\u00e0 doanh nghi\u1ec7p ki\u1ebfm \u0111\u01b0\u1ee3c t\u1eeb ng\u01b0\u1eddi d\u00f9ng.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Referral (Gi\u1edbi thi\u1ec7u): S\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p cho ng\u01b0\u1eddi kh\u00e1c.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">M\u00f4 h\u00ecnh AARRR c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng Marketing, b\u00e1n h\u00e0ng v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m. B\u1eb1ng c\u00e1ch theo d\u00f5i c\u00e1c ch\u1ec9 s\u1ed1 c\u1ee7a m\u00f4 h\u00ecnh n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec3m m\u1ea1nh v\u00e0 \u0111i\u1ec3m y\u1ebfu trong h\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p \u0111\u1ec3 c\u1ea3i thi\u1ec7n s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<h3 id=\"mo-hinh-customer-journey-accsr\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Mo_hinh_Customer_Journey_ACCSR\"><\/span>M\u00f4 h\u00ecnh Customer Journey ACCSR<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">M\u00f4 h\u00ecnh Customer Journey ACCSR l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh ph\u00e2n chia h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e0nh 5 giai \u0111o\u1ea1n:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">Awareness (Nh\u1eadn th\u1ee9c): Kh\u00e1ch h\u00e0ng b\u1eaft \u0111\u1ea7u nh\u1eadn bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Consideration (Suy x\u00e9t): Kh\u00e1ch h\u00e0ng b\u1eaft \u0111\u1ea7u t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 so s\u00e1nh v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 kh\u00e1c.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Conversion (Chuy\u1ec3n \u0111\u1ed5i): Kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng ho\u1eb7c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Service (Ch\u0103m s\u00f3c): Kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb doanh nghi\u1ec7p.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Retention (Gi\u1eef ch\u00e2n): Kh\u00e1ch h\u00e0ng quay l\u1ea1i mua h\u00e0ng ho\u1eb7c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p trong t\u01b0\u01a1ng lai.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">M\u00f4 h\u00ecnh n\u00e0y l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"M\u00f4 h\u00ecnh Customer Journey AIDA\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/2-mo-hinh-trong-customer-journey-map.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<h2 id=\"nguyen-tac-xay-dung-customer-journey-map\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Nguyen_tac_xay_dung_Customer_Journey_Map\"><\/span>Nguy\u00ean t\u1eafc x\u00e2y d\u1ef1ng Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"xay-dung-dua-tren-goc-nhin-cua-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Xay_dung_dua_tren_goc_nhin_cua_khach_hang\"><\/span>X\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean g\u00f3c nh\u00ecn c\u1ee7a kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c c\u00e1i nh\u00ecn ch\u00ednh x\u00e1c nh\u1ea5t v\u1ec1 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u1ea7n \u0111\u1eb7t m\u00ecnh v\u00e0o v\u1ecb tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 hi\u1ec3u r\u00f5 nh\u1eefng mong mu\u1ed1n, nhu c\u1ea7u, k\u1ef3 v\u1ecdng v\u00e0 tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd. \u0110\u1ecbnh r\u00f5 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac quan tr\u1ecdng, nh\u1eadn di\u1ec7n c\u00e1c c\u01a1 h\u1ed9i \u0111\u1ec3 nang cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 x\u00e1c \u0111\u1ecbnh nh\u1eefng kh\u00eda c\u1ea1nh c\u1ea7n c\u1ea3i thi\u1ec7n. T\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m t\u1ed1t h\u01a1n, t\u1eeb \u0111\u00f3 t\u0103ng s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 trung th\u00e0nh t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n<p style=\"text-align: justify\">N\u1ebfu Customer Journey \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean g\u00f3c nh\u00ecn c\u1ee7a doanh nghi\u1ec7p, th\u00ec b\u1ea3n \u0111\u1ed3 n\u00e0y s\u1ebd ch\u1ec9 ph\u1ea3n \u00e1nh nh\u1eefng g\u00ec m\u00e0 doanh nghi\u1ec7p mu\u1ed1n kh\u00e1ch h\u00e0ng tr\u1ea3i qua, ch\u1ee9 kh\u00f4ng ph\u1ea3n \u00e1nh th\u1ef1c t\u1ebf tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn vi\u1ec7c doanh nghi\u1ec7p \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m trong vi\u1ec7c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n<h3 id=\"truc-quan-hoa-hanh-trinh-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Truc_quan_hoa_hanh_trinh_khach_hang\"><\/span>Tr\u1ef1c quan h\u00f3a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Customer Journey c\u1ea7n \u0111\u01b0\u1ee3c tr\u1ef1c quan h\u00f3a \u0111\u1ec3 c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 v\u00e0 truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. Tr\u1ef1c quan h\u00f3a gi\u00fap t\u1ea1o ra m\u1ed9t h\u00ecnh \u1ea3nh t\u1ed5ng th\u1ec3 v\u1ec1 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u v\u00e0 thu\u1eadn ti\u1ec7n, b\u00ean c\u1ea1nh \u0111\u00f3, b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c tr\u1ef1c quan h\u00f3a c\u0169ng gi\u00fap:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">\u0110\u01a1n gi\u1ea3n h\u00f3a th\u00f4ng tin: H\u00ecnh \u1ea3nh v\u00e0 bi\u1ec3u \u0111\u1ed3 gi\u00fap th\u00f4ng tin tr\u1edf n\u00ean r\u00f5 r\u00e0ng v\u00e0 d\u1ec5 hi\u1ec3u h\u01a1n so v\u1edbi vi\u1ec7c m\u00f4 t\u1ea3 v\u0103n b\u1ea3n. Gi\u00fap cho nh\u00f3m l\u00e0m vi\u1ec7c hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">T\u1ea1o ra c\u00e1i nh\u00ecn t\u1ed5ng th\u1ec3: Tr\u1ef1c quan h\u00f3a gi\u00fap xem \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng t\u1eeb \u0111\u1ea7u \u0111\u1ebfn cu\u1ed1i m\u1ed9t c\u00e1ch t\u1ed5ng th\u1ec3, t\u1eeb \u0111\u00f3 gi\u00fap nh\u00f3m l\u00e0m vi\u1ec7c hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e1c \u0111i\u1ec3m quan tr\u1ecdng v\u00e0 c\u01a1 h\u1ed9i c\u1ea3i thi\u1ec7n.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Ph\u00e1t hi\u1ec7n \u0111\u01b0\u1ee3c c\u00e1c \u0111i\u1ec3m \u0111\u1ed9t ph\u00e1: B\u1eb1ng c\u00e1ch xem x\u00e9t bi\u1ec3u \u0111\u1ed3, nh\u00f3m l\u00e0m vi\u1ec7c c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng nh\u1eadn ra c\u00e1c \u0111i\u1ec3m \u0111\u1ed9t ph\u00e1 ho\u1eb7c c\u00e1c \u0111i\u1ec3m ch\u01b0a t\u1ed1i \u01b0u trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o c\u00e1c ph\u1ea7n n\u00e0y \u0111\u1ec3 c\u1ea3i thi\u1ec7n.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"ghi-lai-hanh-trinh-da-kenh-cua-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Ghi_lai_hanh_trinh_da_kenh_cua_khach_hang\"><\/span>Ghi l\u1ea1i h\u00e0nh tr\u00ecnh \u0111a k\u00eanh c\u1ee7a kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 ng\u00e0y nay, kh\u00e1ch h\u00e0ng th\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p th\u00f4ng qua nhi\u1ec1u k\u00eanh kh\u00e1c nhau, bao g\u1ed3m Website, \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng, m\u1ea1ng x\u00e3 h\u1ed9i, Email, \u0111i\u1ec7n tho\u1ea1i, c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng,&#8230;<\/p>\n<p style=\"text-align: justify\">Vi\u1ec7c ghi l\u1ea1i h\u00e0nh tr\u00ecnh \u0111a k\u00eanh c\u1ee7a kh\u00e1ch h\u00e0ng gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p tr\u00ean c\u00e1c k\u00eanh kh\u00e1c nhau. Gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac (touchpoint) quan tr\u1ecdng, t\u1eeb \u0111\u00f3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 n\u00e2ng cao hi\u1ec7u qu\u1ea3 kinh doanh.<\/p>\n<p style=\"text-align: justify\">C\u1ee5 th\u1ec3, Customer Journey ghi l\u1ea1i h\u00e0nh tr\u00ecnh \u0111a k\u00eanh c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">N\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nhu c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng: B\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch h\u00e0nh tr\u00ecnh \u0111a k\u00eanh c\u1ee7a kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nhu c\u1ea7u, mong \u0111\u1ee3i v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean t\u1eebng k\u00eanh. Gi\u00fap doanh nghi\u1ec7p cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 tr\u1ea3i nghi\u1ec7m ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">T\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng li\u1ec1n m\u1ea1ch: Customer Journey Map gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac quan tr\u1ecdng trong h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng th\u00f4ng tin n\u00e0y \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng li\u1ec1n m\u1ea1ch, \u0111\u1ed3ng nh\u1ea5t tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Gi\u1ea3m thi\u1ec3u s\u1ef1 th\u1ea5t v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng: Khi kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a h\u1ecd, h\u1ecd s\u1ebd \u00edt c\u00f3 kh\u1ea3 n\u0103ng th\u1ea5t v\u1ecdng v\u00e0 r\u1eddi b\u1ecf doanh nghi\u1ec7p.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"su-ket-noi-giua-trai-nghiem-va-cam-xuc-khach-hang-can-duoc-the-hien-ro\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Su_ket_noi_giua_trai_nghiem_va_cam_xuc_khach_hang_can_duoc_the_hien_ro\"><\/span>S\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa tr\u1ea3i nghi\u1ec7m v\u00e0 c\u1ea3m x\u00fac kh\u00e1ch h\u00e0ng c\u1ea7n \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n r\u00f5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 t\u1ed5ng h\u1ee3p c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c t\u01b0\u01a1ng t\u00e1c m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 v\u1edbi doanh nghi\u1ec7p, t\u1eeb vi\u1ec7c nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u cho \u0111\u1ebfn vi\u1ec7c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5. C\u1ea3m x\u00fac l\u00e0 tr\u1ea1ng th\u00e1i t\u00e2m l\u00fd c\u1ee7a kh\u00e1ch h\u00e0ng trong su\u1ed1t h\u00e0nh tr\u00ecnh \u0111\u00f3.<\/p>\n<p style=\"text-align: justify\">S\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa tr\u1ea3i nghi\u1ec7m v\u00e0 c\u1ea3m x\u00fac kh\u00e1ch h\u00e0ng l\u00e0 r\u1ea5t quan tr\u1ecdng v\u00ec n\u00f3 cho ph\u00e9p doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng \u0111ang tr\u1ea3i qua v\u00e0 c\u1ea3m nh\u1eadn. D\u1ef1a v\u00e0o \u0111\u00f3 doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec3m c\u1ea7n c\u1ea3i thi\u1ec7n trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ec3 mang l\u1ea1i nh\u1eefng c\u1ea3m x\u00fac t\u00edch c\u1ef1c h\u01a1n cho kh\u00e1ch h\u00e0ng.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"Nguy\u00ean t\u1eafc x\u00e2y d\u1ef1ng Customer Journey Map\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/3-nguyen-tac-xay-dung-customer-journey-map.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<h2 id=\"tai-sao-can-xay-dung-customer-journey-map\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Tai_sao_can_xay_dung_Customer_Journey_Map\"><\/span>T\u1ea1i sao c\u1ea7n x\u00e2y d\u1ef1ng Customer Journey Map?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Vi\u1ec7c thi\u1ebft l\u1eadp s\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey map) gi\u00fap doanh nghi\u1ec7p nh\u1eadn bi\u1ebft v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i m\u1ecdi \u0111i\u1ec3m ch\u1ea1m. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 h\u1ea1n ch\u1ebf t\u1ed1i \u0111a nh\u1eefng r\u1ee7i ro, gia t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng (customer retention), kh\u00e1m ph\u00e1 nh\u1eefng th\u00f4ng tin quan tr\u1ecdng gi\u00fap c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh kinh doanh t\u1ed1t h\u01a1n.<\/p>\n<p style=\"text-align: justify\">\u0110\u00e2y \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd \u0111\u1ec3 kh\u00e1m ph\u00e1 nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, th\u00fac \u0111\u1ea9y c\u00e1c m\u1ee5c ti\u00eau kinh doanh v\u00e0 x\u00e2y d\u1ef1ng kh\u1ea3 n\u0103ng ph\u1ee5c h\u1ed3i trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111ang thay \u0111\u1ed5i. Trong m\u1ed9t b\u00e1o c\u00e1o n\u0103m 2022, Hanover Research nh\u1eadn th\u1ea5y r\u1eb1ng 94% doanh nghi\u1ec7p cho bi\u1ebft b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng gi\u00fap h\u1ecd ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. 91% kh\u00e1c cho bi\u1ebft b\u1ea3n \u0111\u1ed3 c\u1ee7a h\u1ecd \u0111\u00e3 th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u00e1n h\u00e0ng.\u00a0<\/p>\n<p style=\"text-align: justify\">Nh\u01b0ng vi\u1ec7c hi\u1ec3u h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng trong to\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c kh\u00f4ng ch\u1ec9 gi\u00fap t\u0103ng doanh thu m\u00e0 c\u00f2n l\u00e0m \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111i\u1ec1u h\u01a1n th\u1ebf. N\u00f3 cho ph\u00e9p doanh nghi\u1ec7p kh\u00e1m ph\u00e1 c\u00e1ch nh\u1ea5t qu\u00e1n khi cung c\u1ea5p tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng v\u00e0 duy tr\u00ec l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n<p style=\"text-align: justify\">\u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t r\u00f5 r\u00e0ng trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y khi vi\u1ec7c c\u1ea3i thi\u1ec7n ho\u1ea1t \u0111\u1ed9ng Marketing, b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng n\u1ed5i l\u00ean nh\u01b0 m\u1ed9t c\u00e1ch c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ec3 hi\u1ec3u h\u00e0nh vi \u0111ang ph\u00e1t tri\u1ec3n c\u1ee7a ng\u01b0\u1eddi mua. Tr\u00ean th\u1ef1c t\u1ebf, 1 trong 3 doanh nghi\u1ec7p \u0111\u00e3 s\u1eed d\u1ee5ng Customer Journey \u0111\u1ec3 gi\u00fap h\u1ecd \u0111i\u1ec1u h\u01b0\u1edbng trong b\u1ed1i c\u1ea3nh \u0111ang thay \u0111\u1ed5i trong th\u1eddi k\u1ef3 \u0111\u1ea1i d\u1ecbch.<\/p>\n<p style=\"text-align: justify\">Khi th\u1ef1c hi\u1ec7n \u0111\u00fang, Customer Journey Map gi\u00fap doanh nghi\u1ec7p:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">T\u0103ng m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a c\u00e1c k\u00eanh.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">X\u00e1c \u0111\u1ecbnh v\u00e0 t\u1ed1i \u01b0u h\u00f3a nh\u1eefng kho\u1ea3nh kh\u1eafc ch\u00e2n th\u1ef1c trong CX (Customer Experience).<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Lo\u1ea1i b\u1ecf c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac kh\u00f4ng hi\u1ec7u qu\u1ea3.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">\u0110\u1eb7t kh\u00e1ch h\u00e0ng l\u00e0m c\u1ed1t l\u00f5i cho m\u1ecdi v\u1ea5n \u0111\u1ec1.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Ph\u00e1 v\u1ee1 r\u00e0o c\u1ea3n gi\u1eefa c\u00e1c ph\u00f2ng ban, t\u0103ng c\u01b0\u1eddng m\u1ed1i quan h\u1ec7 t\u1ed1t \u0111\u1eb9p v\u00e0 kh\u1ea3 n\u0103ng l\u00e0m vi\u1ec7c nh\u00f3m hi\u1ec7u qu\u1ea3 trong t\u1ed5 ch\u1ee9c.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Nh\u1eafm m\u1ee5c ti\u00eau c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 b\u1eb1ng c\u00e1c chi\u1ebfn d\u1ecbch Marketing ph\u00f9 h\u1ee3p v\u1edbi h\u1ecd.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Hi\u1ec3u c\u00e1c tr\u01b0\u1eddng h\u1ee3p c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 b\u1ea5t th\u01b0\u1eddng trong d\u1eef li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng hi\u1ec7n c\u00f3.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Ch\u1ec9 \u0111\u1ecbnh quy\u1ec1n s\u1edf h\u1eefu c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c nhau \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng tr\u00e1ch nhi\u1ec7m c\u1ee7a nh\u00e2n vi\u00ean.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Gi\u00fap \u0111\u00e1nh gi\u00e1 ROI c\u1ee7a c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 UX\/CX trong t\u01b0\u01a1ng lai.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"Vi\u1ec7c thi\u1ebft l\u1eadp s\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey map) gi\u00fap doanh nghi\u1ec7p nh\u1eadn bi\u1ebft v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i m\u1ecdi \u0111i\u1ec3m ch\u1ea1m\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/4-tai-sao-can-customer-journey.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<h2 id=\"8-buoc-xay-dung-customer-journey-map\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"8_Buoc_xay_dung_Customer_Journey_Map\"><\/span>8 B\u01b0\u1edbc x\u00e2y d\u1ef1ng Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/li>\n<li>B\u01b0\u1edbc 2: Ph\u00e1c th\u1ea3o ch\u00e2n dung kh\u00e1ch h\u00e0ng (Customer Persona)<\/li>\n<li>B\u01b0\u1edbc 3: X\u00e1c \u0111\u1ecbnh Touchpoint (\u0111i\u1ec3m ch\u1ea1m) v\u1edbi kh\u00e1ch h\u00e0ng<\/li>\n<li>B\u01b0\u1edbc 4: T\u1ed5ng h\u1ee3p c\u00e1c ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n<li>B\u01b0\u1edbc 5: X\u00e1c \u0111\u1ecbnh Pain point c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n<li>B\u01b0\u1edbc 6: X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 c\u1ea7n hi\u1ec3n th\u1ecb trong b\u1ea3n \u0111\u1ed3<\/li>\n<li>B\u01b0\u1edbc 7: X\u00e1c \u0111\u1ecbnh ngu\u1ed3n l\u1ef1c hi\u1ec7n c\u00f3 v\u00e0 c\u1ea7n c\u00f3<\/li>\n<li>B\u01b0\u1edbc 8: H\u00ecnh \u1ea3nh h\u00f3a Customer Journey Map<\/li>\n<\/ul>\n<h3 id=\"buoc-1-xac-dinh-muc-tieu-xay-dung-ban-do-hanh-trinh-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_1_Xac_dinh_muc_tieu_xay_dung_ban_do_hanh_trinh_khach_hang\"><\/span>B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng Customer Journey Map, \u0111i\u1ec1u quan tr\u1ecdng nh\u1ea5t l\u00e0 ph\u1ea3i x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau c\u1ee7a vi\u1ec7c t\u1ea1o ra b\u1ea3n \u0111\u1ed3 n\u00e0y. L\u00fac n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ef1 tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi nh\u01b0:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">M\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a vi\u1ec7c ph\u00e1t tri\u1ec3n b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">\u0110\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ch\u00ednh c\u1ee7a doanh nghi\u1ec7p l\u00e0 ai?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">M\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 v\u00e0 k\u1ebft qu\u1ea3 mong \u0111\u1ee3i m\u00e0 doanh nghi\u1ec7p mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00f4ng qua qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng Customer Journey Map l\u00e0 g\u00ec?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">D\u1eef li\u1ec7u n\u00e0o s\u1ebd l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 thi\u1ebft l\u1eadp b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng?<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Vi\u1ec7c tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 v\u00e0 r\u00f5 r\u00e0ng, \u0111\u1ed3ng th\u1eddi h\u01b0\u1edbng d\u1eabn cho qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n t\u00edch. T\u1eeb \u0111\u00f3 t\u1ea1o ra m\u1ed9t s\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c y\u00eau c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<h3 id=\"buoc-2-phac-thao-chan-dung-khach-hang-customer-persona\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_2_Phac_thao_chan_dung_khach_hang_Customer_Persona\"><\/span>B\u01b0\u1edbc 2: Ph\u00e1c th\u1ea3o ch\u00e2n dung kh\u00e1ch h\u00e0ng (Customer Persona)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Customer Persona l\u00e0 b\u1ea3n ph\u00e1c th\u1ea3o nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m quan tr\u1ecdng c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng m\u00e0 doanh nghi\u1ec7p \u0111ang nh\u1eafm \u0111\u1ebfn. Th\u00f4ng tin n\u00e0y bao g\u1ed3m nh\u1eefng chi ti\u1ebft nh\u01b0 nh\u00e2n kh\u1ea9u h\u1ecdc (\u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, \u0111\u1ecba l\u00fd, ngh\u1ec1 nghi\u1ec7p, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n,&#8230;), s\u1edf th\u00edch, l\u1ed1i s\u1ed1ng, t\u00ednh c\u00e1ch, h\u00e0nh vi mua h\u00e0ng,&#8230; C\u00e1c d\u1eef li\u1ec7u n\u00e0y \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean kh\u1ea3o s\u00e1t, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 kinh nghi\u1ec7m th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p style=\"text-align: justify\">\u0110\u1ec3 ph\u00e1c h\u1ecda Customer Persona, m\u1ed9t s\u1ed1 c\u00e2u h\u1ecfi h\u1eefu \u00edch c\u00f3 th\u1ec3 bao g\u1ed3m:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau thu\u1ed9c \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh n\u00e0o, \u0111ang sinh s\u1ed1ng \u1edf \u0111\u00e2u, v\u00e0 l\u00e0m ngh\u1ec1 g\u00ec?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">L\u00e0m th\u1ebf n\u00e0o kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Nh\u1eefng gi\u00e1 tr\u1ecb n\u00e0o kh\u00e1ch h\u00e0ng mong mu\u1ed1n khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">C\u00e1c y\u1ebfu t\u1ed1 n\u00e0o kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 cao khi mua h\u00e0ng? (v\u00ed d\u1ee5: gi\u00e1 c\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng, d\u1ecbch v\u1ee5 sau b\u00e1n h\u00e0ng).<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Kh\u00e1ch h\u00e0ng \u0111\u00e3 c\u00f3 tr\u1ea3i nghi\u1ec7m s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p tr\u01b0\u1edbc \u0111\u00e2y ch\u01b0a? N\u1ebfu c\u00f3, h\u1ecd \u0111\u00e1nh gi\u00e1 nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Kh\u00e1ch h\u00e0ng c\u00f3 th\u00f3i quen mua h\u00e0ng online hay offline?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">C\u00f3 nh\u1eefng kh\u00f3 kh\u0103n, h\u1ea1n ch\u1ebf g\u00ec m\u00e0 kh\u00e1ch h\u00e0ng \u0111ang g\u1eb7p khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5?<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi tr\u1ea3 bao nhi\u00eau cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5?<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Vi\u1ec7c x\u00e2y d\u1ef1ng Customer Persona gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng h\u01a1n v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, t\u1eeb \u0111\u00f3 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c Marketing v\u00e0 qu\u1ea3ng c\u00e1o ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"Ph\u00e1c th\u1ea3o ch\u00e2n dung kh\u00e1ch h\u00e0ng (Customer Persona)\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/5-xay-dung-Customer-Journey-map.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<h3 id=\"buoc-3-xac-dinh-touchpoint-diem-cham-voi-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_3_Xac_dinh_Touchpoint_diem_cham_voi_khach_hang\"><\/span>B\u01b0\u1edbc 3: X\u00e1c \u0111\u1ecbnh Touchpoint (\u0111i\u1ec3m ch\u1ea1m) v\u1edbi kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">\u0110i\u1ec3m ti\u1ebfp x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng chi\u1ebfm ph\u1ea7n l\u1edbn b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p. Ch\u00fang l\u00e0 c\u00e1ch th\u1ee9c v\u00e0 n\u01a1i kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u00e1c, tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u. Khi doanh nghi\u1ec7p nghi\u00ean c\u1ee9u v\u00e0 v\u1ea1ch ra c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ee7a m\u00ecnh, h\u00e3y \u0111\u1ea3m b\u1ea3o bao g\u1ed3m c\u00e1c gi\u1ea3i ph\u00e1p \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c y\u1ebfu t\u1ed1 v\u1ec1 h\u00e0nh \u0111\u1ed9ng, c\u1ea3m x\u00fac v\u00e0 nh\u1eefng th\u00e1ch th\u1ee9c ti\u1ec1m \u1ea9n.\u00a0<\/p>\n<p style=\"text-align: justify\">S\u1ed1 l\u01b0\u1ee3ng v\u00e0 lo\u1ea1i \u0111i\u1ec3m ti\u1ebfp x\u00fac tr\u00ean b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o lo\u1ea1i h\u00ecnh kinh doanh. V\u00ed d\u1ee5: h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi t\u1eadp \u0111o\u00e0n A v\u1ec1 c\u01a1 b\u1ea3n s\u1ebd kh\u00e1c v\u1edbi tr\u1ea3i nghi\u1ec7m \u1edf qu\u00e1n c\u00e0 ph\u00ea. Ch\u1ec9 c\u1ea7n ch\u1ecdn c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<h3 id=\"buoc-4-tong-hop-cac-phan-hoi-cua-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_4_Tong_hop_cac_phan_hoi_cua_khach_hang\"><\/span>B\u01b0\u1edbc 4: T\u1ed5ng h\u1ee3p c\u00e1c ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Customer Journey Map mang l\u1ea1i gi\u00e1 tr\u1ecb ch\u1ee7 y\u1ebfu b\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, bao g\u1ed3m c\u00e1c t\u01b0\u01a1ng t\u00e1c v\u00e0 ph\u1ea3n h\u1ed3i c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Vi\u1ec7c t\u1ed5ng h\u1ee3p c\u00e1c ph\u1ea3n h\u1ed3i n\u00e0y t\u1eeb kh\u00e1ch h\u00e0ng r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u00e0nh \u0111\u1ed9ng v\u00e0 c\u1ea3m x\u00fac c\u1ee7a h\u1ecd.<\/p>\n<p style=\"text-align: justify\">H\u00e0nh \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 bi\u1ec3u hi\u1ec7n th\u00f4ng qua nhi\u1ec1u c\u00e1ch, t\u1eeb t\u00ecm ki\u1ebfm th\u00f4ng tin s\u1ea3n ph\u1ea9m, t\u01b0\u01a1ng t\u00e1c v\u1edbi qu\u1ea3ng c\u00e1o, email \u0111\u1ebfn qu\u00e1 tr\u00ecnh mua h\u00e0ng. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 x\u00e1c \u0111\u1ecbnh s\u1ed1 l\u01b0\u1ee3ng h\u00e0nh \u0111\u1ed9ng c\u1ea7n thi\u1ebft t\u1ea1i m\u1ed7i \u0111i\u1ec3m ch\u1ea1m \u0111\u1ec3 kh\u00e1ch h\u00e0ng \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau v\u00e0 t\u1eeb \u0111\u00f3 \u0111\u1ec1 xu\u1ea5t nh\u1eefng \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m.<\/p>\n<p style=\"text-align: justify\">C\u1ea3m x\u00fac v\u00e0 \u0111\u1ed9ng l\u1ef1c c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 ch\u1ee7 ch\u1ed1t, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ecdi h\u00e0nh \u0111\u1ed9ng c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng khi c\u1ea3m x\u00fac c\u00f3 th\u1ec3 thay \u0111\u1ed5i theo nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau. Tr\u00ean Customer Journey Map, vi\u1ec7c th\u1ec3 hi\u1ec7n c\u1ea3m x\u00fac c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n qua \u0111\u01b0\u1eddng cong ho\u1eb7c g\u1ea5p kh\u00fac \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t th\u00f4ng \u0111i\u1ec7p m\u1ed9t c\u00e1ch tr\u1ef1c quan v\u00e0 r\u00f5 r\u00e0ng.<\/p>\n<h3 id=\"buoc-5-xac-dinh-pain-point-cua-khach-hang\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_5_Xac_dinh_Pain_point_cua_khach_hang\"><\/span>B\u01b0\u1edbc 5: X\u00e1c \u0111\u1ecbnh Pain point c\u1ee7a kh\u00e1ch h\u00e0ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u v\u00e0 x\u00e2y d\u1ef1ng Customer Journey, vi\u1ec7c hi\u1ec3u r\u00f5 nh\u1eefng v\u1ea5n \u0111\u1ec1 (pain point) m\u00e0 kh\u00e1ch h\u00e0ng \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 l\u00e0 r\u1ea5t quan tr\u1ecdng. Nh\u1eefng kh\u00f3 kh\u0103n c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c s\u1eed d\u1ee5ng website kh\u00f3 kh\u0103n, quy tr\u00ecnh thanh to\u00e1n qu\u00e1 ph\u1ee9c t\u1ea1p, th\u1eddi gian giao h\u00e0ng k\u00e9o d\u00e0i, ho\u1eb7c s\u1ef1 kh\u00f4ng chuy\u00ean nghi\u1ec7p c\u1ee7a nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng, v\u00e0 nhi\u1ec1u v\u1ea5n \u0111\u1ec1 kh\u00e1c.<\/p>\n<p style=\"text-align: justify\">Pain point c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n t\u1ea1i b\u1ea5t k\u1ef3 giai \u0111o\u1ea1n n\u00e0o trong h\u00e0nh tr\u00ecnh mua h\u00e0ng v\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh t\u1ea1i nh\u1eefng \u0111i\u1ec3m ti\u1ebfp x\u00fac m\u00e0 c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng \u0111ang \u1edf m\u1ee9c ti\u00eau c\u1ef1c, \u0111i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua c\u00e1c ph\u1ea7n \u0111\u01b0\u1eddng cong xu\u1ed1ng tr\u00ean b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh c\u1ee7a h\u1ecd.<\/p>\n<h3 id=\"buoc-6-xac-dinh-cac-yeu-to-can-hien-thi-trong-ban-do\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_6_Xac_dinh_cac_yeu_to_can_hien_thi_trong_ban_do\"><\/span>B\u01b0\u1edbc 6: X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 c\u1ea7n hi\u1ec3n th\u1ecb trong b\u1ea3n \u0111\u1ed3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">C\u00f3 4 y\u1ebfu t\u1ed1 ch\u00ednh th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb trong Customer Journey map, bao g\u1ed3m:<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify\">Suy ngh\u0129, c\u1ea3m x\u00fac, h\u00e0nh \u0111\u1ed9ng m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 khi tr\u1ea3i qua qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u1edbi s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 th\u01b0\u01a1ng hi\u1ec7u. \u0110\u01b0\u1ee3c th\u1ec3 hi\u1ec7n nh\u1eb1m gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng li\u00ean t\u1ee5c.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Suy ngh\u0129, c\u1ea3m x\u00fac v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng tr\u1ea3i qua khi th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng h\u1eb1ng ng\u00e0y. D\u1ef1a v\u00e0o \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd c\u00f3 m\u1ed9t g\u00f3c nh\u00ecn \u0111a chi\u1ec1u h\u01a1n v\u1ec1 cu\u1ed9c s\u1ed1ng th\u01b0\u1eddng ng\u00e0y c\u0169ng nh\u01b0 nh\u1eefng Pain point (\u0111i\u1ec3m \u0111au) m\u00e0 kh\u00e1ch h\u00e0ng g\u1eb7p ph\u1ea3i trong cu\u1ed9c s\u1ed1ng. T\u1eeb \u0111\u00f3 gi\u00fap doanh nghi\u1ec7p gi\u1ea3i quy\u1ebft \u0111\u00fang v\u00e0 hi\u1ec7u qu\u1ea3 nh\u1eefng nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">Nh\u1eefng \u0111i\u1ec1u m\u00e0 doanh nghi\u1ec7p cho r\u1eb1ng kh\u00e1ch h\u00e0ng s\u1ebd suy ngh\u0129, h\u00e0nh \u0111\u1ed9ng v\u00e0 c\u1ea3m nh\u1eadn khi t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: justify\">C\u00e1c y\u1ebfu t\u1ed1 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m, nh\u01b0 con ng\u01b0\u1eddi, quy tr\u00ecnh, c\u00f4ng ngh\u1ec7, ch\u00ednh s\u00e1ch. \u0110\u00e2y l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh nguy\u00ean nh\u00e2n c\u1ee7a Customer Journey map hi\u1ec7n t\u1ea1i ho\u1eb7c nh\u1eefng b\u01b0\u1edbc c\u1ea7n thi\u1ebft l\u1eadp s\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng trong t\u01b0\u01a1ng lai.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"buoc-7-xac-dinh-nguon-luc-hien-co-va-can-co\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_7_Xac_dinh_nguon_luc_hien_co_va_can_co\"><\/span>B\u01b0\u1edbc 7: X\u00e1c \u0111\u1ecbnh ngu\u1ed3n l\u1ef1c hi\u1ec7n c\u00f3 v\u00e0 c\u1ea7n c\u00f3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">M\u1ed9t s\u01a1 \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u1ea7y \u0111\u1ee7 s\u1ebd li\u00ean quan \u0111\u1ebfn m\u1ecdi kh\u00eda c\u1ea1nh trong t\u1ed5 ch\u1ee9c. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi vi\u1ec7c t\u00e1i \u0111\u00e1nh gi\u00e1 t\u1ea5t c\u1ea3 c\u00e1c ngu\u1ed3n l\u1ef1c hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p, bao g\u1ed3m nh\u00e2n s\u1ef1, c\u00f4ng ngh\u1ec7, t\u00e0i ch\u00ednh, h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd, v\u00e0 n\u1ebfu c\u1ea7n, \u0111\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a ch\u00fang. C\u00e1c bi\u1ec7n ph\u00e1p n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi, tri\u1ec3n khai ch\u01b0\u01a1ng tr\u00ecnh c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, x\u00e2y d\u1ef1ng quy tr\u00ecnh qu\u1ea3n l\u00fd v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t. Qu\u00e1 tr\u00ecnh n\u00e0y l\u00e0 quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m t\u1ed1t nh\u1ea5t cho kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed3ng th\u1eddi t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed.<\/p>\n<h3 id=\"buoc-8-hinh-anh-hoa-customer-journey-map\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_8_Hinh_anh_hoa_Customer_Journey_Map\"><\/span>B\u01b0\u1edbc 8: H\u00ecnh \u1ea3nh h\u00f3a Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Trong b\u01b0\u1edbc cu\u1ed1i c\u00f9ng c\u1ee7a quy tr\u00ecnh, doanh nghi\u1ec7p c\u1ea7n t\u1ed5ng h\u1ee3p th\u00f4ng tin, \u0111\u00e1nh gi\u00e1 d\u1eef li\u1ec7u thu th\u1eadp. \u0110i\u1ec1u n\u00e0y r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 t\u1ea1o ra m\u1ed9t Customer Journey Map to\u00e0n di\u1ec7n. C\u00f3 nhi\u1ec1u c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 vi\u1ec7c bi\u1ec3u di\u1ec5n b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng nh\u01b0 Google Sheet, Canva hay Draw.io. Doanh nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 t\u1ef1 do linh ho\u1ea1t trong vi\u1ec7c thi\u1ebft k\u1ebf v\u00e0 s\u00e1ng t\u1ea1o b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, kh\u00f4ng b\u1ecb r\u00e0ng bu\u1ed9c b\u1edfi b\u1ea5t k\u1ef3 quy chu\u1ea9n ho\u1eb7c m\u1eabu thi\u1ebft k\u1ebf c\u1ee5 th\u1ec3 n\u00e0o.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"H\u00ecnh \u1ea3nh h\u00f3a Customer Journey Map\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/6-xay-dung-Customer-Journey-map.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<h2 id=\"cach-toi-uu-customer-journey-map\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Cach_toi_uu_Customer_Journey_Map\"><\/span>C\u00e1ch t\u1ed1i \u01b0u Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"tam-nhin-ro-rang-ve-nhung-gi-muon-dat-duoc\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Tam_nhin_ro_rang_ve_nhung_gi_muon_dat_duoc\"><\/span>T\u1ea7m nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 nh\u1eefng g\u00ec mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">\u0110\u1ec3 c\u1ea3i thi\u1ec7n Customer Journey, doanh nghi\u1ec7p c\u1ea7n c\u00f3 t\u1ea7m nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 nh\u1eefng g\u00ec mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 c\u1ea7n ph\u00e2n bi\u1ec7t gi\u1eefa hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai.<\/p>\n<ul>\n<li style=\"text-align: justify\">H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p hi\u1ec7n t\u1ea1i l\u00e0 g\u00ec?<\/li>\n<li style=\"text-align: justify\">Tr\u1ea1ng th\u00e1i t\u01b0\u01a1ng lai h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p s\u1ebd nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n<\/ul>\n<p style=\"text-align: justify\">\u0110\u00e2y l\u00e0 l\u00fd do t\u1ea1i sao c\u00e1c doanh nghi\u1ec7p l\u00ean k\u1ebf ho\u1ea1ch chi ti\u1ebft cho h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh v\u00ec h\u1ecd c\u00f3 th\u1ec3 th\u1ea5y \u0111i\u1ec1u g\u00ec hi\u1ec7u qu\u1ea3 v\u00e0 \u0111\u01b0a ra h\u00e0nh \u0111\u1ed9ng ph\u00f9 h\u1ee3p. B\u1eb1ng c\u00e1ch hi\u1ec3u \u0111\u01b0\u1ee3c th\u00e1i \u0111\u1ed9 v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i nh\u1eefng th\u1eddi \u0111i\u1ec3m quan tr\u1ecdng trong h\u00e0nh tr\u00ecnh, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eeda \u0111\u1ed5i \u0111\u1ec3 \u0111\u00e1p \u1ee9ng h\u1ecd t\u1ed1t h\u01a1n, \u0111\u1ed3ng th\u1eddi ph\u00e1t tri\u1ec3n c\u00e1c ph\u01b0\u01a1ng \u00e1n d\u1ef1 ph\u00f2ng \u0111\u1ec3 \u0111\u1ed1i ph\u00f3 khi nh\u1eefng nhu c\u1ea7u n\u00e0y kh\u00f4ng \u0111\u01b0\u1ee3c ho\u1eb7c kh\u00f4ng th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng. V\u00ed d\u1ee5, khi nhu c\u1ea7u t\u0103ng \u0111\u1ed9t ng\u1ed9t, b\u1ea5t ng\u1edd.<\/p>\n<h3 id=\"sap-xep-customer-journey-map\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Sap_xep_Customer_Journey_map\"><\/span>S\u1eafp x\u1ebfp Customer Journey map<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">\u0110\u1ec3 mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng nh\u1eefng tr\u1ea3i nghi\u1ec7m th\u1ef1c s\u1ef1 t\u1ed1i \u01b0u, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i l\u00e0m nhi\u1ec1u vi\u1ec7c h\u01a1n l\u00e0 ch\u1ec9 t\u1ea1o b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng. \u0110\u1ed3ng th\u1eddi c\u1ea7n s\u1eafp x\u1ebfp Customer Journey theo th\u1eddi gian th\u1ef1c \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c khi kh\u00e1ch h\u00e0ng \u0111\u01b0a ra l\u1ef1a ch\u1ecdn. C\u00f3 ngh\u0129a l\u00e0 th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng n\u0103ng \u0111\u1ed9ng nh\u1eb1m t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng, s\u1eed d\u1ee5ng h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng trong th\u1eddi gian th\u1ef1c l\u00e0m d\u1eef li\u1ec7u th\u00f4ng tin.<\/p>\n<h3 id=\"cai-thien-trai-nghiem-nhan-vien\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Cai_thien_trai_nghiem_nhan_vien\"><\/span>C\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m nh\u00e2n vi\u00ean<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">C\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a nh\u00e2n vi\u00ean \u2013 b\u1eb1ng c\u00e1ch cung c\u1ea5p cho h\u1ecd c\u00e1c nh\u00f3m c\u00f4ng c\u1ee5 \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t, c\u00f3 th\u1ec3 mang l\u1ea1i t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd trong nh\u1eefng th\u1eddi \u0111i\u1ec3m quan tr\u1ecdng \u0111\u00f3. \u0110i\u1ec1u n\u00e0y l\u00e0 do nh\u00e2n vi\u00ean c\u00f3 quy\u1ec1n t\u1ef1 ch\u1ee7 v\u00e0 \u0111\u1ed9ng l\u1ef1c trong vai tr\u00f2 c\u1ee7a m\u00ecnh \u0111\u1ec3 gi\u00fap \u0111\u1ee1 kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eadn ra ti\u1ec1m n\u0103ng c\u1ee7a ch\u00ednh m\u00ecnh.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"C\u00e1ch t\u1ed1i \u01b0u Customer Journey Map\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/01\/7-cach-toi-uu-customer-journey-map.jpg\" style=\"width: 1000px;height: 525px\"><\/p>\n<p style=\"text-align: justify\">Khi hi\u1ec3u s\u00e2u s\u1eafc v\u1ec1 nh\u1eefng tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p, \u0111\u1ed9i ng\u0169 c\u00f3 th\u1ec3 l\u00e0m h\u1ecd h\u00e0i l\u00f2ng \u1edf m\u1ecdi giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh mua h\u00e0ng. H\u00e3y nh\u1edb r\u1eb1ng, c\u00f3 nhi\u1ec1u y\u1ebfu t\u1ed1 c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh tr\u00ecnh n\u00e0y, bao g\u1ed3m nh\u1eefng \u0111i\u1ec3m \u0111au c\u1ee7a kh\u00e1ch h\u00e0ng, c\u1ea3m x\u00fac c\u0169ng nh\u01b0 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u00e0 quy tr\u00ecnh c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p style=\"text-align: justify\">Customer Journey map l\u00e0 c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 tr\u1ef1c quan h\u00f3a th\u00f4ng tin n\u00e0y, cho d\u00f9 doanh nghi\u1ec7p \u0111ang t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng hay kh\u00e1m ph\u00e1 c\u01a1 h\u1ed9i kinh doanh m\u1edbi \u0111\u1ec3 ph\u1ee5c v\u1ee5 nh\u1eefng nhu c\u1ea7u ch\u01b0a \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng nh\u1eadn ra.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u1eb7c d\u00f9 kh\u00f4ng th\u1ec3 d\u1ef1 \u0111o\u00e1n m\u1ecdi tr\u1ea3i nghi\u1ec7m v\u1edbi \u0111\u1ed9 ch\u00ednh x\u00e1c 100% nh\u01b0ng x\u00e2y d\u1ef1ng Customer Journey l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u1ec3 theo d\u00f5i c\u00e1c c\u1ed9t m\u1ed1c quan tr\u1ecdng m\u00e0 c\u00e1c kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p. Customer Journey l\u00e0 g\u00ec? Customer Journey l\u00e0 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng, to\u00e0n&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-5894","post","type-post","status-publish","format-standard","hentry","category-kien-thuc"],"_links":{"self":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts\/5894","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/comments?post=5894"}],"version-history":[{"count":1,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts\/5894\/revisions"}],"predecessor-version":[{"id":5896,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts\/5894\/revisions\/5896"}],"wp:attachment":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/media?parent=5894"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/categories?post=5894"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/tags?post=5894"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}