/09-insight-khach-hang

name: 09-insight-khach-hang
description: Xay dung chan dung khach hang sau — Consumer vs Shopper, JTBD, hanh trinh mua hang, insight validation, internal monologue
metadata:
  version: 2.1.0
  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 dung khach hang

**Persona: [Ten dai dien]**

Demographics (Nhan khau hoc)

| Yeu to | Gia tri | |--------|---------| | Gioi tinh | | | Do tuoi | | | Noi song | | | Nghe nghiep | | | Thu nhap hang thang | | | Tinh trang gia dinh | | | Trinh do hoc van | |

Psychographics (Tam ly hoc)

| Yeu to | Gia tri | |--------|---------| | Gia tri song | [Ho coi trong dieu gi nhat?] | | Noi so | [