/09-insight-khach-hang

name: 09-insight-khach-hang
description: "Dung khi can hieu khach hang du sau de viet duoc content va chon duoc tep — persona 3 tang, cau noi noi tam, pain map, objection list va ngan hang ngon ngu khach hang lay tu review va inbox that. Kich hoat khi user nhac 'insight khach hang', 'chan dung khach hang', 'customer persona', 'khach hang cua toi la ai', 'khach nghi gi', 'ho mua vi ly do gi'. Khong dung cho — thu thap thong tin khi agency nhan khach moi thi dung skill 20-brief-client-intake; nghien cuu tep de chay ads thi dung skill 51-audience-research."
metadata:
  version: 2.1.1
  category: strategy
triggers:
  - "insight khach hang"
  - "chan dung khach hang"
  - "phan tang khach hang"
  - "khach hang dang nghi gi"
  - "persona"
  - "customer journey"
  - "pain map"
  - "objection khach hang"
  - "ngon ngu khach hang"
output: File .md gom persona chi tiet, insight theo 4 giai doan, JTBD, hanh trinh khach hang, va phan tang hanh vi
related:
  - 08-nghien-cuu-doi-thu
  - 00-ke-hoach-mkt
  - 05-copy-quang-cao
  - 02-brief-chien-dich
  - 04-script-video
  - 35-brand-voice
  - 36-content-brief
  - 51-audience-research

Insight Khach Hang

Thu thap thong tin

Hoi user toi da 4 cau sau truoc khi bat dau:

1. **San pham / dich vu cua ban la gi?** (Nganh, phan khuc gia, dia ban hoat dong) 2. **Khach hang hien tai cua ban la ai?** (Gioi tinh, do tuoi, muc gia thuong mua, kenh ho tim den ban) 3. **Ban co du lieu khach hang chua?** (Data CRM, comment/inbox, review, khao sat — neu co, chia se) 4. **Ban muon hieu khach hang de lam gi?** (Viet content? Chay ads? Dinh vi lai? Ra san pham moi? Cai thien dich vu?)

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Phan biet Consumer vs Shopper

Khong phai ai mua cung la nguoi dung, va nguoi dung khong phai luc nao cung la nguoi quyet dinh mua:

| | **Consumer (Nguoi dung)** | **Shopper (Nguoi mua)** | |---|---|---| | Dinh nghia | Nguoi truc tiep su dung san pham/dich vu | Nguoi bo tien ra mua | | Quan tam | Trai nghiem, hieu qua, cam giac | Gia, tien loi, gia tri nhan duoc | | Quyet dinh dua tren | "Co tot cho minh khong?" | "Co dang tien khong?" | | Vi du (Spa) | Nguoi di lam da | Nguoi dat lich + thanh toan (co the la chong, me, ban) | | Vi du (Khoa hoc) | Hoc vien | Phu huynh tra tien | | Vi du (Do tre em) | Tre em | Bo me |

Cau hoi xac dinh

• Consumer va Shopper co phai cung 1 nguoi khong?
• Neu khac nhau: ai anh huong quyet dinh mua? Ai anh huong trai nghiem?
• Content can nham vao ai? (Thuong la ca hai — nhung goc do khac nhau)

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Framework Insight 4 giai doan

Moi giai doan trong hanh trinh mua hang co insight khac nhau:

Giai doan 1 — Awareness (Ho chua biet ho can)

| Yeu to | Noi dung | |--------|---------| | Trang thai | Chua nhan ra van de, hoac biet nhung chua tim giai phap | | Cau hoi trong dau ho | "Ai cung vay ma?" / "Co can lam gi khong nhi?" | | Rao can | Khong biet van de ton tai, hoac chua du dau de hanh dong | | Content can thiet | Cham noi dau, giao duc, goi y van de | | Kenh hieu qua | TikTok (reach), Facebook Reels, blog SEO | | Vi du insight | "Ho biet da minh xau di nhung nghi do troi nong, chua nghi den skincare routine" |

Giai doan 2 — Consideration (Ho dang so sanh)

| Yeu to | Noi dung | |--------|---------| | Trang thai | Biet can giai phap, dang tim va so sanh cac lua chon | | Cau hoi trong dau ho | "Cho nao tot hon?" / "Co dang tien khong?" / "Ai da thu chua?" | | Rao can | Qua nhieu lua chon, so chon sai, thieu thong tin | | Content can thiet | So sanh, review, case study, quy trinh, FAQ | | Kenh hieu qua | Google Search, YouTube, Facebook Group, Zalo OA | | Vi du insight | "Ho doc 5 review nhung van chua dat lich vi so bi tu van ep mua" |

Giai doan 3 — Conversion (Dieu gi khien ho quyet dinh)

| Yeu to | Noi dung | |--------|---------| | Trang thai | Da chon xong, can 1 cu hich cuoi cung | | Cau hoi trong dau ho | "Mua bay gio hay doi?" / "Co uu dai gi khong?" / "Dat o dau?" | | Rao can | So het tien, so mua roi hoi han, quy trinh dat phuc tap | | Content can thiet | Uu dai, khan cap, social proof manh, CTA ro rang | | Kenh hieu qua | Messenger/Zalo (tu van 1:1), Landing page, Retarget ads | | Vi du insight | "Ho da sẵn sàng mua nhung can chong dong y — nen gui thong tin cho ca hai" |

Giai doan 4 — Retention (Tai sao ho quay lai hoac khong)

| Yeu to | Noi dung | |--------|---------| | Trang thai | Da mua/dung — dang danh gia co quay lai khong | | Cau hoi trong dau ho | "Co dang tiep tuc khong?" / "Co cho nao tot hon khong?" / "Co gi moi khong?" | | Rao can | Quen, khong co ly do quay lai, trai nghiem lan truoc chua tot | | Content can thiet | Follow-up, gia tri doc quyen, chuong trinh khach than thiet | | Kenh hieu qua | Zalo OA broadcast, Email nurture, Community VIP | | Vi du insight | "Ho thich dich vu nhung khong quay lai vi khong ai nhac — ho can ly do, khong chi uu dai" |

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Jobs To Be Done (JTBD)

Khach hang khong mua san pham — ho "thue" san pham de hoan thanh 1 "cong viec":

3 tang JTBD

| Tang | Dinh nghia | Cau hoi | Vi du (Spa) | Vi du (Khoa hoc MKT) | |------|-----------|---------|-------------|---------------------| | **Functional** | Cong viec thuc te can hoan thanh | "Ho can lam gi?" | Tri mun, lam sach da | Hoc cach chay ads | | **Emotional** | Cam xuc ho muon dat duoc | "Ho muon cam thay the nao?" | Tu tin, duoc cham soc | An tam, khong so sai | | **Social** | Hinh anh ho muon nguoi khac nhin thay | "Ho muon nguoi khac nghi gi ve ho?" | Dep, chuyen nghiep | Gioi, thanh cong, cap nhat |

Template JTBD

Khi [tinh huong / boi canh],
toi muon [hanh dong / giai phap],
de toi co the [ket qua mong muon],
va cam thay [cam xuc muc tieu].

**Vi du:**

• "Khi **da minh len mun truoc cuoc hop**, toi muon **tim cho lam da gap**, de toi co the **tu tin trinh bay**, va cam thay **chuyen nghiep**."
• "Khi **khong biet chay ads mat tien**, toi muon **hoc tu nguoi da lam**, de toi co the **tu chay duoc**, va cam thay **khong con phu thuoc agency**."

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Persona Builder

Template chan d