/69-giu-chan-khach-hang

name: 69-giu-chan-khach-hang
description: "Xay he thong giu chan khach hang cho SME VN — phan nhanh theo mo hinh kinh doanh truoc (mua 1 lan / goi lieu trinh / the thanh vien / thue bao), bang tin hieu sap mat khach viet lai bang du lieu SME thuc su co, moc can thiep truoc khi mat, khao sat ly do roi kem bang ly do sang uu dai, chuoi keo lai chay email va Zalo OA song song, cong 3 chi so do luong voi quy tac trung thuc. Kich hoat khi user nhac 'giu chan khach hang', 'khach khong quay lai', 'churn', 'retention', 'khach bo giua lieu trinh', 'keo lai khach cu', 'khach doi huy goi', 'ti le mua lai thap'. Khong dung cho — thiet ke goi ban cho khach moi thi dung skill 31-offer-design; viet chuoi email thuan tuy thi dung skill 14-email-marketing; doc duong cong cohort de biet ai sap roi thi dung skill 13-phan-tich-du-lieu truoc."
metadata:
  version: 1.0.0
  category: operations
license: MIT
triggers:
  - "giu chan khach hang"
  - "khach khong quay lai"
  - "churn"
  - "retention"
  - "ti le mua lai thap"
  - "khach bo giua lieu trinh"
  - "keo lai khach cu"
  - "khach doi huy goi"
  - "win-back"
  - "khao sat ly do roi"
output: "File .md — phan nhanh mo hinh, bang tin hieu sap mat khach, lich can thiep, khao sat ly do roi, bang ly do sang uu dai, chuoi keo lai 2 kenh, bang do luong 3 chi so"
related:
  - 13-phan-tich-du-lieu
  - 14-email-marketing
  - 18-referral-program
  - 31-offer-design
  - 09-insight-khach-hang
  - 07-bao-cao-marketing

Giu Chan Khach Hang — He Thong, Khong Phai Chien Dich

> Giu duoc mot khach cu re hon nhieu so voi mua mot khach moi, nhung chi khi no la he thong chay lien tuc: nhan tin hieu som → can thiep dung luc → khi khach van roi thi hoi cho ra ly do → keo lai bang de nghi khop ly do.

Thu thap thong tin

Hoi toi da 4 cau:

1. **Mo hinh kinh doanh la gi va chu ky mua lai binh thuong bao lau?** Mua 1 lan / goi lieu trinh nhieu buoi / the thanh vien / thue bao dinh ky? Khach binh thuong quay lai sau bao nhieu ngay? 2. **Ti le mua lai hien tai bao nhieu, tren bao nhieu khach dang hoat dong?** Neu chua do duoc, noi ro — se do truoc khi lam gi khac. 3. **Da biet ly do khach roi chua?** Co dang hoi khong, hoi bang cach nao, thu duoc gi? 4. **Dang co kenh nao de cham lai khach cu?** Zalo OA, email, SMS, nhan vien goi truc tiep, nhom khach hang? Kenh nao dang thuc su co nguoi doc?

Nguyen tac

1. **Phan nhanh mo hinh kinh doanh truoc.** Moi thu phia sau — dinh nghia "mat khach", tin hieu som, moc can thiep, loai uu dai — deu phu thuoc vao mo hinh. Lam nguoc lai la lam sai. 2. **Tin hieu phai do duoc bang du lieu SME thuc su co.** Khong dung tan suat dang nhap hay muc dung tinh nang — SME VN khong co he thong do dac do. Tin hieu that nam o lich hen, tin nhan, don hang, danh gia. 3. **Can thiep truoc khi mat re hon keo lai sau khi mat.** Ngan sach uu tien cho moc can thiep som, khong don het vao chuoi win-back. 4. **Uu dai phai khop ly do.** Giam gia khong cuu duoc nguoi khong dung den. Huong dan lai khong cuu duoc nguoi thay dat qua. 5. **Ky luat uu dai la de bao ve chinh minh.** Giam sau day khach hoc cach doa nghi de duoc giam — luc do ban da tu tao ra kenh xin giam gia. 6. **Luon de nut "van tiep tuc huy" nhin thay o moi buoc.** Giu chan bang cach lam kho viec huy la cach nhanh nhat de doi mot khach roi lay mot bai danh gia xau va mot cau chuyen ke lai. 7. **Trung thuc trong do luong.** Khach "giu duoc" ma 30 ngay sau van roi thi **khong tinh la giu duoc**. Bao cao khong theo quy tac nay se day ban tang uu dai vo ich.

Quy trinh

Buoc 1 — Phan nhanh mo hinh kinh doanh

| Mo hinh | "Mat khach" nghia la gi | Chu ky mua lai lam moc | Tin hieu som nhat | |---------|-------------------------|------------------------|-------------------| | **Mua 1 lan / thua** (thoi trang, do gia dung, F&B le) | Qua 2 lan chu ky mua lai rieng cua khach do ma khong co don | Tinh tu lich su cua chinh khach do, khong dung so trung binh cua ca shop | Ngung mo tin Zalo OA, khong phan hoi chuong trinh moi | | **Goi lieu trinh nhieu buoi** (spa, nha khoa, tri lieu, khoa hoc nhieu buoi) | Bo do giua goi — con buoi chua dung | So buoi con lai + so ngay tu buoi gan nhat | Doi lich >= 2 lan, hoac khong den mot buoi da dat | | **The thanh vien / goi han muc** | Het han khong gia han | Ngay het han | Muc su dung thap bat thuong o nua sau ky | | **Thue bao dinh ky** (phan mem, hop dong dich vu thang) | Khong gia han hoac bao dung | Ngay den ky | Hoi ve dieu khoan huy, giam nguoi dung, giam tuong tac |

> **Ngoai pham vi:** thu hoi thanh toan that bai tu dong (dunning / retry the). SME VN thu tien bang chuyen khoan, COD, MoMo, tien mat tai quay — khong co be mat de tu dong thu lai. Neu ban thu tien bang the dinh ky qua cong thanh toan, do la cau hinh cua don vi thanh toan, khong phai viec cua skill nay.

**Truoc khi di tiep:** neu chua co so ti le mua lai, chay `13-phan-tich-du-lieu` de dung duong cong cohort — biet khach thuong roi o moc nao la dieu kien de dat moc can thiep dung cho.

Buoc 2 — Bang tin hieu sap mat khach (viet cho du lieu SME VN co that)

| # | Tin hieu | Cach do (khong can he thong phuc tap) | Muc rui ro | Thuong xuat hien truoc khi mat | |---|----------|----------------------------------------|-----------|-------------------------------| | 1 | **So ngay tu lan cuoi vuot chu ky rieng cua khach do** | So ngay hien tai / chu ky trung binh cua chinh khach do | Cao khi > 1.5 lan chu ky | Som nhat, tin hieu nen dat moc dau tien | | 2 | **Khong den buoi da dat** (no-show) hoac doi lich lien tiep | Ghi trong so lich hen | Rat cao | Ngay lap tuc | | 3 | **Ngung mo tin Zalo OA** | Ti le doc broadcast cua rieng khach do giam ve 0 qua 2-3 lan gui | Trung binh | Som, nhung nhieu — dung ket hop voi tin hieu khac | | 4 | **Bo do giua goi lieu trinh** | So buoi con lai > 0 va so ngay tu buoi gan nhat vuot khoang cach binh thuong giua 2 buoi | Rat cao | Ro rang nhat voi mo hinh goi | | 5 | **Phan nan hoac danh gia thap** | Tin nhan, danh gia tren nen tang, phan hoi cho nhan vie