{"id":111635,"date":"2024-08-02T08:18:00","date_gmt":"2024-08-02T01:18:00","guid":{"rendered":"https:\/\/tino.org\/?p=7859"},"modified":"2025-06-11T15:15:52","modified_gmt":"2025-06-11T08:15:52","slug":"hanh-trinh-khach-hang-la-gi","status":"publish","type":"post","link":"https:\/\/tino.vn\/blog\/hanh-trinh-khach-hang-la-gi\/","title":{"rendered":"H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? 5 giai \u0111o\u1ea1n v\u00e0 11 b\u01b0\u1edbc kh\u1eafc h\u1ecda ch\u00ednh x\u00e1c h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng"},"content":{"rendered":"\n\n\n

<\/h1>\n\n\n\n

Kh\u00f4ng ch\u1ec9 gi\u00fap thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u00f2n t\u1ed1i \u01b0u ho\u00e1 m\u1ecdi t\u01b0\u01a1ng t\u00e1c \u0111\u1ec3 \u0111\u1ea1t hi\u1ec7u qu\u1ea3 t\u1ed1t nh\u1ea5t. H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? T\u1ea1i sao h\u00e0nh tr\u00ecnh n\u00e0y l\u1ea1i quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ecdi chi\u1ebfn l\u01b0\u1ee3c kinh doanh? Trong b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y, Tino Group s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1ch gi\u00fap b\u1ea1n \u00e1p d\u1ee5ng y\u1ebfu t\u1ed1 n\u00e0y v\u00e0o th\u1ef1c ti\u1ec5n kinh doanh<\/a>. M\u1eddi b\u1ea1n c\u00f9ng t\u00ecm hi\u1ec3u ngay nh\u00e9!<\/strong><\/p>\n\n\n\n

<\/a>H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/strong><\/h2>\n\n\n\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (Customer Journey<\/strong>) l\u00e0 chu\u1ed7i t\u01b0\u01a1ng t\u00e1c c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/a>, s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5. Ho\u1ea1t \u0111\u1ed9ng n\u00e0y bao g\u1ed3m c\u1ea3 nh\u1eefng t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp nh\u01b0 li\u00ean h\u1ec7 v\u1edbi b\u1ed9 ph\u1eadn ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng<\/a> v\u00e0 t\u01b0\u01a1ng t\u00e1c gi\u00e1n ti\u1ebfp, nh\u01b0 nghe v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u t\u1ea1i m\u1ed9t s\u1ef1 ki\u1ec7n.<\/p>\n\n\n

\n
\"khai-niem-hanh-trinh-khach-hang\"
Kh\u00e1i ni\u1ec7m h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c v\u00ed nh\u01b0 m\u1ed9t b\u1ea3n \u0111\u1ed3 bao g\u1ed3m c\u00e1c t\u01b0\u01a1ng t\u00e1c m\u00e0 m\u1ed7i kh\u00e1ch h\u00e0ng c\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac ti\u1ebfp th\u1ecb. Tr\u00ean th\u1ef1c t\u1ebf, kh\u00f4ng c\u00f3 hai h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng n\u00e0o gi\u1ed1ng nhau. \u0110\u00f3 l\u00e0 con \u0111\u01b0\u1eddng m\u00e0 m\u1ed7i ng\u01b0\u1eddi \u0111i qua trang web, \u0111\u1ed9i ng\u0169 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c k\u00eanh th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. Th\u00f4ng qua \u0111\u00f3, c\u00e1c marketers s\u1ebd bi\u1ebft c\u00e1ch \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a h\u1ecd ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Nhi\u1ec7m v\u1ee5 c\u1ee7a Marketers l\u00e0 h\u01b0\u1edbng d\u1eabn ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111i theo m\u1ed9t h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u1ec3 d\u1eabn \u0111\u1ebfn k\u1ebft qu\u1ea3\/d\u1ecbch v\u1ee5 t\u1ed1t nh\u1ea5t cho c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng, ch\u1eb3ng h\u1ea1n nh\u01b0 cung c\u1ea5p qu\u1ea3ng c\u00e1o c\u00f3 m\u1ee5c ti\u00eau v\u00e0 n\u1ed9i dung c\u00e1 nh\u00e2n ho\u00e1 \u0111\u1ec3 t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

M\u1ed7i giai \u0111o\u1ea1n c\u1ee7a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng n\u00ean gi\u00fap th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0m quen v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 \u0111\u1ec3 l\u1ea1i \u1ea5n t\u01b0\u1ee3ng l\u00e2u d\u00e0i v\u1edbi h\u1ecd. \u0110i\u1ec1u n\u00e0y ch\u1ec9 c\u00f3 th\u1ec3 th\u00e0nh c\u00f4ng n\u1ebfu b\u1ea1n \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1ecdi l\u00fac, m\u1ecdi n\u01a1i.<\/p>\n\n\n\n

(\u0110\u1ecbnh ngh\u0129a theo b\u00e0i vi\u1ebft: \u201cDefinition: Customer journey<\/em><\/a>\u201d tr\u00ean trang Bynder).<\/p>\n\n\n\n

<\/a>H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng mang l\u1ea1i nh\u1eefng l\u1ee3i \u00edch g\u00ec?<\/strong><\/h2>\n\n\n\n

Hi\u1ec3u r\u00f5 v\u00e0 v\u1ebd ra h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng t\u1eebng b\u01b0\u1edbc s\u1ebd mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch h\u1ea5p d\u1eabn cho doanh nghi\u1ec7p. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 5 l\u1ee3i \u00edch ch\u00ednh m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c t\u1eeb h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>#1. Thu h\u00fat kh\u00e1ch h\u00e0ng qua chi\u1ebfn l\u01b0\u1ee3c inbound<\/strong><\/h3>\n\n\n\n

Thay v\u00ec t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng qua c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb outbound, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ec3 kh\u00e1ch h\u00e0nh t\u1ef1 t\u00ecm \u0111\u1ebfn m\u00ecnh th\u00f4ng qua ti\u1ebfp th\u1ecb inbound. Ti\u1ebfp th\u1ecb outbound h\u01b0\u1edbng \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng chung chung v\u00e0 kh\u00f4ng quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m. V\u00ec v\u1eady, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y phi\u1ec1n to\u00e1i, kh\u00f3 ch\u1ecbu v\u00e0 kh\u00f4ng hi\u1ec7u qu\u1ea3. Trong khi \u0111\u00f3, ti\u1ebfp th\u1ecb inbound gi\u00fap b\u1ea1n t\u1ea1o ra n\u1ed9i dung h\u1eefu \u00edch m\u00e0 kh\u00e1ch h\u00e0ng \u0111ang t\u00ecm ki\u1ebfm, thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u01b0\u1edbc khi t\u1eadp trung v\u00e0o b\u00e1n h\u00e0ng.<\/p>\n\n\n\n

<\/a>#2. T\u1ea1o ra nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1edbi<\/strong><\/h3>\n\n\n\n

\u0110\u1ec3 hi\u1ec3u \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, b\u1ea1n c\u1ea7n hi\u1ec3u r\u00f5 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. \u0110\u00e2y l\u00e0 c\u00e1ch gi\u00fap b\u1ea1n nh\u1eafm \u0111\u00fang v\u00e0o \u0111\u1ed1i t\u01b0\u1ee3ng quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u00e0 b\u1ea1n cung c\u1ea5p, ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 ti\u1ec1n b\u1ea1c. Khi hi\u1ec3u r\u00f5 nhu c\u1ea7u v\u00e0 \u0111i\u1ec3m \u0111au c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 t\u1ed1i \u01b0u ho\u00e1 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb <\/a>cho nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3.<\/p>\n\n\n

\n
\"loi-ich-cua-hanh-trinh-khach-hang\"
L\u1ee3i \u00edch c\u1ee7a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/p>\n\n\n\n

<\/a>#3. Ch\u1ee7 \u0111\u1ed9ng l\u1eadp k\u1ebf ho\u1ea1ch d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng<\/strong><\/h3>\n\n\n\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng gi\u1ed1ng nh\u01b0 m\u1ed9t l\u1ed9 tr\u00ecnh cho kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m, gi\u00fap x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m t\u01b0\u01a1ng t\u00e1c quan tr\u1ecdng v\u00e0 nh\u1eefng ch\u1ed7 c\u00f3 th\u1ec3 g\u00e2y kh\u00f3 kh\u0103n. Nh\u1edd \u0111\u00f3, b\u1ea1n c\u00f3 th\u1ec3 ch\u1ee7 \u0111\u1ed9ng h\u01a1n trong vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>#4. C\u1ea3i thi\u1ec7n t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/strong><\/h3>\n\n\n\n

Khi c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, b\u1ea1n s\u1ebd x\u00e1c \u0111\u1ecbnh c\u00e1c khu v\u1ef1c c\u1ea7n c\u1ea3i thi\u1ec7n d\u1ec5 d\u00e0ng h\u01a1n. \u0110\u00e2y l\u00e0 c\u00e1ch gi\u00fap b\u1ea1n kh\u1eafc ph\u1ee5c nh\u1eefng kh\u00f3 kh\u0103n, l\u00e0m t\u0103ng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 gi\u1eef ch\u00e2n h\u1ecd l\u00e2u h\u01a1n. Theo nghi\u00ean c\u1ee9u, vi\u1ec7c t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng ch\u1ec9 5% c\u00f3 th\u1ec3 t\u0103ng l\u1ee3i nhu\u1eadn t\u1eeb 25% \u0111\u1ebfn 95%.<\/p>\n\n\n\n

<\/a>#5. T\u1ea1o ra t\u01b0 duy l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m<\/strong><\/h3>\n\n\n\n

Khi m\u1ed9t c\u00f4ng ty tr\u00ean \u0111\u00e0 ph\u00e1t tri\u1ec3n, vi\u1ec7c c\u00e1c b\u1ed9 ph\u1eadn ph\u1ed1i h\u1ee3p nh\u1ecbp nh\u00e0ng \u0111\u1ec3 \u0111\u1eb7t kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m c\u00f3 th\u1ec3 g\u1eb7p nhi\u1ec1u kh\u00f3 kh\u0103n. V\u00ec v\u1eady, ch\u1ee7 doanh nghi\u1ec7p n\u00ean ph\u00e2n chia h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng r\u00f5 r\u00e0ng cho t\u1ea5t c\u1ea3 c\u00e1c ph\u00f2ng ban. Vi\u1ec7c n\u00e0y gi\u00fap \u0111\u1ea3m b\u1ea3o m\u1ecdi b\u1ed9 ph\u1eadn \u0111\u1ec1u hi\u1ec3u v\u00e0 \u01b0u ti\u00ean nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng \u0111\u1ebfn d\u1ecbch v\u1ee5 sau b\u00e1n h\u00e0ng.<\/p>\n\n\n\n

<\/a>5 giai \u0111o\u1ea1n c\u1ee7a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n\n\n\n

Khi hi\u1ec3u r\u00f5 v\u00e0 t\u1ed1i \u01b0u h\u00f3a t\u1eebng giai \u0111o\u1ea1n h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 thu h\u00fat, gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 5 giai \u0111o\u1ea1n<\/a> ch\u00ednh trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>Giai \u0111o\u1ea1n 1: Awareness (nh\u1eadn th\u1ee9c)<\/strong><\/h3>\n\n\n\n

\u1ede giai \u0111o\u1ea1n nh\u1eadn th\u1ee9c, kh\u00e1ch h\u00e0ng nh\u1eadn ra h\u1ecd c\u00f3 m\u1ed9t v\u1ea5n \u0111\u1ec1 c\u1ea7n gi\u1ea3i quy\u1ebft. D\u00f9 ch\u01b0a bi\u1ebft c\u1ea7n s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0o, h\u1ecd b\u1eaft \u0111\u1ea7u t\u00ecm ki\u1ebfm th\u00f4ng tin. Trong giai \u0111o\u1ea1n n\u00e0y, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean cung c\u1ea5p n\u1ed9i dung mang t\u00ednh h\u01b0\u1edbng d\u1eabn, truy\u1ec1n \u0111\u1ea1t ki\u1ebfn th\u1ee9c \u0111\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng \u201cch\u1ea9n \u0111o\u00e1n\u201d v\u1ea5n \u0111\u1ec1 v\u00e0 \u0111\u1ec1 xu\u1ea5t c\u00e1c gi\u1ea3i ph\u00e1p ti\u1ec1m n\u0103ng, thay v\u00ec khuy\u1ebfn kh\u00edch mua h\u00e0ng. Nh\u1eefng b\u00e0i vi\u1ebft h\u01b0\u1edbng d\u1eabn, ebook v\u00e0 kh\u00f3a h\u1ecdc mi\u1ec5n ph\u00ed tr\u00ean blog, m\u1ea1ng x\u00e3 h\u1ed9i, c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm s\u1ebd gi\u00fap kh\u00e1ch h\u00e0ng gi\u1ea3m b\u1edbt kh\u00f3 kh\u0103n.<\/p>\n\n\n\n

<\/a>Giai \u0111o\u1ea1n 2: Consideration (c\u00e2n nh\u1eafc)<\/strong><\/h3>\n\n\n\n

Khi kh\u00e1ch h\u00e0ng \u0111\u00e3 nghi\u00ean c\u1ee9u \u0111\u1ee7 v\u00e0 nh\u1eadn ra h\u1ecd c\u1ea7n m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, h\u1ecd b\u1eaft \u0111\u1ea7u so s\u00e1nh c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u1ef1a ch\u1ecdn. Trong giai \u0111o\u1ea1n n\u00e0y, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean cung c\u1ea5p n\u1ed9i dung ti\u1ebfp th\u1ecb s\u1ea3n ph\u1ea9m gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 so s\u00e1nh v\u00e0 cu\u1ed1i c\u00f9ng ch\u1ecdn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u00ecnh mu\u1ed1n. N\u1ed9i dung n\u00e0y c\u00f3 th\u1ec3 l\u00e0 danh s\u00e1ch s\u1ea3n ph\u1ea9m, b\u1ea3ng so s\u00e1nh, c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u01b0\u1ee3c chia s\u1ebb qua blog, trang web, m\u1ea1ng x\u00e3 h\u1ed9i ho\u1eb7c h\u1ed9i ngh\u1ecb.<\/p>\n\n\n

\n
\"cac-giai-doan-cua-hanh-trinh-khach-hang\"
C\u00e1c giai \u0111o\u1ea1n c\u1ee7a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/a>Giai \u0111o\u1ea1n 3: Decision (quy\u1ebft \u0111\u1ecbnh)<\/strong><\/h3>\n\n\n\n

Trong giai \u0111o\u1ea1n quy\u1ebft \u0111\u1ecbnh, kh\u00e1ch h\u00e0ng \u0111\u00e3 ch\u1ecdn \u0111\u01b0\u1ee3c gi\u1ea3i ph\u00e1p v\u00e0 s\u1eb5n s\u00e0ng mua h\u00e0ng. Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u1ea1o ra m\u1ed9t quy tr\u00ecnh mua h\u00e0ng d\u1ec5 d\u00e0ng, thu\u1eadn ti\u1ec7n. N\u1ed9i dung giai \u0111o\u1ea1n n\u00e0y n\u00ean t\u1eadp trung v\u00e0o vi\u1ec7c th\u00fac \u0111\u1ea9y mua h\u00e0ng, ch\u1eb3ng h\u1ea1n nh\u01b0 demo mi\u1ec5n ph\u00ed, t\u01b0 v\u1ea5n mi\u1ec5n ph\u00ed, trang \u0111\u0103ng k\u00fd s\u1ea3n ph\u1ea9m, khuy\u1ebfn m\u1ea1i. Nh\u1eefng n\u1ed9i dung n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i qua trang web, c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm v\u00e0 email.<\/p>\n\n\n\n

<\/a>Giai \u0111o\u1ea1n 4: Retention (gi\u1eef ch\u00e2n)<\/strong><\/h3>\n\n\n\n

\u1ede giai \u0111o\u1ea1n gi\u1eef ch\u00e2n, kh\u00e1ch h\u00e0ng \u0111\u00e3 mua s\u1ea3n ph\u1ea9m v\u00e0 ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty thay v\u00ec chuy\u1ec3n sang nh\u00e0 cung c\u1ea5p kh\u00e1c. \u0110\u1ec3 \u0111\u1ea3m b\u1ea3o kh\u00e1ch h\u00e0ng v\u1eabn \u1edf l\u1ea1i, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m d\u1ec5 d\u00e0ng, h\u1ea5p d\u1eabn v\u00e0. \u0110\u1eb7c bi\u1ec7t, kh\u00e1ch h\u00e0ng c\u1ea7n \u0111\u01b0\u1ee3c \u201cch\u0103m s\u00f3c\u201d li\u00ean t\u1ee5c \u0111\u1ec3 h\u1ecd c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c quan t\u00e2m t\u1eeb th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

<\/a>Giai \u0111o\u1ea1n 5: Loyalty (trung th\u00e0nh)<\/strong><\/h3>\n\n\n\n

Trong giai \u0111o\u1ea1n trung th\u00e0nh, kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u cho ng\u01b0\u1eddi th\u00e2n, b\u1ea1n b\u00e8 v\u00e0 \u0111\u1ed3ng nghi\u1ec7p. Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u1eadp trung v\u00e0o vi\u1ec7c cung c\u1ea5p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng to\u00e0n di\u1ec7n, t\u1eeb n\u1ed9i dung tr\u00ean trang web, \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng c\u1ee7a s\u1ea3n ph\u1ea9m. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c t\u1ea1o s\u1ef1 trung th\u00e0nh c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c c\u00f3 trang web d\u1ec5 s\u1eed d\u1ee5ng, \u0111\u1ea7u t\u01b0 v\u00e0o \u0111\u1ed9i ng\u0169 s\u1ea3n ph\u1ea9m, ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft v\u00e0 gi\u1ea3m gi\u00e1 cho kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n\n\n\n

<\/a>5 y\u1ebfu t\u1ed1 trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n\n\n\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng bao g\u1ed3m 5 y\u1ebfu t\u1ed1 ch\u00ednh. Khi k\u1ebft h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng to\u00e0n di\u1ec7n. T\u1eeb \u0111\u00f3, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u00ecm c\u00e1ch c\u1ea3i thi\u1ec7n d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n

<\/a>Qu\u00e1 tr\u00ecnh mua h\u00e0ng (The Buying Process)<\/strong><\/h3>\n\n\n\n

Qu\u00e1 tr\u00ecnh mua h\u00e0ng bao g\u1ed3m c\u00e1c giai \u0111o\u1ea1n c\u1ee7a h\u00e0nh tr\u00ecnh ng\u01b0\u1eddi mua: nh\u1eadn th\u1ee9c, c\u00e2n nh\u1eafc v\u00e0 quy\u1ebft \u0111\u1ecbnh. \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh qu\u00e1 tr\u00ecnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n c\u1ea7n thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb c\u00e1c ngu\u1ed3n li\u00ean quan nh\u01b0 c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd n\u1ed9i dung (CMS), c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch h\u00e0nh vi, v.v. M\u1ed9t s\u1ed1 d\u1eef li\u1ec7u c\u1ea7n xem x\u00e9t khi ph\u00e2n t\u00edch qu\u00e1 tr\u00ecnh mua h\u00e0ng bao g\u1ed3m l\u01b0\u1ee3t truy c\u1eadp trang web, t\u01b0\u01a1ng t\u00e1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, c\u00e1c cu\u1ed9c t\u01b0\u01a1ng t\u00e1c v\u1edbi d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, l\u1ecbch s\u1eed mua h\u00e0ng v\u00e0 ph\u1ea3n h\u1ed3i t\u1eeb kh\u1ea3o s\u00e1t. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u01a1n gi\u1ea3n h\u00f3a b\u1eb1ng c\u00e1ch t\u1ea1o c\u00e1c danh m\u1ee5c r\u1ed9ng d\u1ef1a tr\u00ean c\u00e1c giai \u0111o\u1ea1n \u0111i\u1ec3n h\u00ecnh c\u1ee7a h\u00e0nh tr\u00ecnh mua h\u00e0ng.<\/p>\n\n\n\n

<\/a>C\u1ea3m x\u00fac (Emotions)<\/strong><\/h3>\n\n\n\n

Trong h\u00e0nh tr\u00ecnh gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1, kh\u00e1ch h\u00e0ng s\u1ebd tr\u1ea3i qua nhi\u1ec1u c\u1ea3m x\u00fac kh\u00e1c nhau, nh\u01b0 nh\u1eb9 nh\u00f5m, h\u1ea1nh ph\u00fac, ph\u1ea5n kh\u00edch, ho\u1eb7c lo l\u1eafng. B\u1eb1ng c\u00e1ch th\u00eam c\u00e1c c\u1ea3m x\u00fac n\u00e0y v\u00e0o b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh, b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh v\u00e0 gi\u1ea3m thi\u1ec3u nh\u1eefng c\u1ea3m x\u00fac ti\u00eau c\u1ef1c v\u00e0 c\u00e1c \u0111i\u1ec3m \u0111au g\u00e2y ra ch\u00fang. C\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng th\u00f4ng qua kh\u1ea3o s\u00e1t NPS, \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn, gi\u00e1m s\u00e1t m\u1ea1ng x\u00e3 h\u1ed9i, ph\u1ecfng v\u1ea5n kh\u00e1ch h\u00e0ng v\u00e0 d\u1eef li\u1ec7u t\u1eeb b\u1ed9 ph\u1eadn h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>H\u00e0nh \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng (User Actions)<\/strong><\/h3>\n\n\n\n

Th\u00e0nh ph\u1ea7n n\u00e0y m\u00f4 t\u1ea3 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng l\u00e0m \u1edf m\u1ed7i giai \u0111o\u1ea1n c\u1ee7a qu\u00e1 tr\u00ecnh mua h\u00e0ng. V\u00ed d\u1ee5, trong giai \u0111o\u1ea1n nh\u1eadn th\u1ee9c v\u1ea5n \u0111\u1ec1, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u1ea3i xu\u1ed1ng ebook ho\u1eb7c tham gia c\u00e1c h\u1ed9i th\u1ea3o gi\u00e1o d\u1ee5c tr\u1ef1c tuy\u1ebfn. D\u1eef li\u1ec7u c\u1ea7n thi\u1ebft \u0111\u1ec3 hi\u1ec3u h\u00e0nh \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 thu th\u1eadp t\u1eeb l\u01b0\u1ee3t xem trang, l\u01b0\u1ee3t nh\u1ea5p v\u00e0o CTA (l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng), m\u1edf email, \u0111\u0103ng k\u00fd danh s\u00e1ch email v\u00e0 t\u1ea3i xu\u1ed1ng ebook. B\u1ea1n c\u1ea7n kh\u00e1m ph\u00e1 c\u00e1ch kh\u00e1ch h\u00e0ng di chuy\u1ec3n v\u00e0 h\u00e0nh x\u1eed \u1edf m\u1ed7i giai \u0111o\u1ea1n c\u1ee7a h\u00e0nh tr\u00ecnh c\u1ee7a h\u1ecd.<\/p>\n\n\n

\n
\"cac-yeu-to-trong-hanh-trinh-khach-hang\"
C\u00e1c y\u1ebfu t\u1ed1 trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/p>\n\n\n\n

<\/a>Nghi\u00ean c\u1ee9u ng\u01b0\u1eddi d\u00f9ng (User Research)<\/strong><\/h3>\n\n\n\n

Th\u00e0nh ph\u1ea7n n\u00e0y m\u00f4 t\u1ea3 nh\u1eefng g\u00ec ho\u1eb7c n\u01a1i m\u00e0 ng\u01b0\u1eddi mua nghi\u00ean c\u1ee9u tr\u01b0\u1edbc khi h\u00e0nh \u0111\u1ed9ng. Trong giai \u0111o\u1ea1n nh\u1eadn th\u1ee9c, ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm nh\u01b0 Google \u0111\u1ec3 t\u00ecm ki\u1ebfm c\u00e1c gi\u1ea3i ph\u00e1p. Quan tr\u1ecdng l\u00e0 b\u1ea1n c\u1ea7n ch\u00fa \u00fd \u0111\u1ebfn nh\u1eefng g\u00ec h\u1ecd \u0111ang nghi\u00ean c\u1ee9u \u0111\u1ec3 c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c \u0111i\u1ec3m \u0111au v\u00e0 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi c\u1ee7a h\u1ecd m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/p>\n\n\n\n

<\/a>Gi\u1ea3i ph\u00e1p (Solutions)<\/strong><\/h3>\n\n\n\n

Gi\u1ea3i ph\u00e1p l\u00e0 th\u00e0nh ph\u1ea7n cu\u1ed1i c\u00f9ng trong b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, n\u01a1i b\u1ea1n v\u00e0 \u0111\u1ed9i ng\u0169 c\u1ee7a m\u00ecnh s\u1ebd \u0111\u01b0a ra c\u00e1c c\u00e1ch c\u1ea3i thi\u1ec7n qu\u00e1 tr\u00ecnh mua h\u00e0ng nh\u1eb1m gi\u00fap kh\u00e1ch h\u00e0ng g\u1eb7p \u00edt kh\u00f3 kh\u0103n h\u01a1n khi tr\u1ea3i qua h\u00e0nh tr\u00ecnh c\u1ee7a m\u00ecnh. C\u00e1c gi\u1ea3i ph\u00e1p n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac, c\u1ea3i thi\u1ec7n d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng v\u00e0 cung c\u1ea5p n\u1ed9i dung gi\u00e1o d\u1ee5c ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u v\u00e0 v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>11 b\u01b0\u1edbc t\u1ea1o b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n\n\n\n

\u0110\u1ec3 t\u1ea1o m\u1ed9t b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng chi ti\u1ebft v\u00e0 hi\u1ec7u qu\u1ea3, ch\u00fang ta c\u1ea7n ti\u1ebfn h\u00e0nh qua 11 b\u01b0\u1edbc sau.<\/p>\n\n\n\n

<\/a>B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau c\u1ee7a b\u1ea3n \u0111\u1ed3<\/strong><\/h3>\n\n\n\n

Tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u, h\u00e3y x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau b\u1ea1n mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1edbi b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng. B\u1ea1n mu\u1ed1n c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u1edf kh\u00eda c\u1ea1nh n\u00e0o? Mu\u1ed1n t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i hay n\u00e2ng cao m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng? Vi\u1ec7c x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau s\u1ebd gi\u00fap b\u1ea1n t\u1eadp trung v\u00e0o nh\u1eefng th\u00f4ng tin quan tr\u1ecdng v\u00e0 x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n

<\/a>B\u01b0\u1edbc 2: X\u00e2y d\u1ef1ng ch\u00e2n dung kh\u00e1ch h\u00e0ng<\/strong><\/h3>\n\n\n\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng, ch\u00fang ta c\u1ea7n hi\u1ec3u r\u00f5 v\u1ec1 ch\u00ednh kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh. X\u00e2y d\u1ef1ng ch\u00e2n dung kh\u00e1ch h\u00e0ng (persona) s\u1ebd gi\u00fap b\u1ea1n h\u00ecnh dung r\u00f5 h\u01a1n v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 b\u1ea1n \u0111ang ph\u1ee5c v\u1ee5, t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u, mong mu\u1ed1n v\u00e0 h\u00e0nh vi c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

<\/a>B\u01b0\u1edbc 3: Ch\u1ecdn ch\u00e2n dung kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/h3>\n\n\n\n

T\u1eeb nh\u1eefng ch\u00e2n dung kh\u00e1ch h\u00e0ng \u0111\u00e3 x\u00e2y d\u1ef1ng, h\u00e3y ch\u1ecdn ra m\u1ed9t ho\u1eb7c v\u00e0i ch\u00e2n dung \u0111\u1ea1i di\u1ec7n cho nh\u00f3m kh\u00e1ch h\u00e0ng ch\u00ednh m\u00e0 b\u1ea1n mu\u1ed1n t\u1eadp trung. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap b\u1ea1n thu h\u1eb9p ph\u1ea1m vi v\u00e0 t\u1eadp trung v\u00e0o nh\u1eefng th\u00f4ng tin li\u00ean quan nh\u1ea5t.<\/p>\n\n\n\n

<\/a>B\u01b0\u1edbc 4: Li\u1ec7t k\u00ea t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ch\u1ea1m<\/strong><\/h3>\n\n\n\n

\u0110i\u1ec3m ch\u1ea1m l\u00e0 m\u1ecdi t\u01b0\u01a1ng t\u00e1c gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m c\u00e1c k\u00eanh tr\u1ef1c tuy\u1ebfn nh\u01b0 website, m\u1ea1ng x\u00e3 h\u1ed9i, email, c\u0169ng nh\u01b0 c\u00e1c k\u00eanh offline nh\u01b0 c\u1eeda h\u00e0ng, s\u1ef1 ki\u1ec7n, v\u00e0 th\u1eadm ch\u00ed l\u00e0 c\u00e1c cu\u1ed9c g\u1ecdi \u0111i\u1ec7n tho\u1ea1i. Vi\u1ec7c li\u1ec7t k\u00ea \u0111\u1ea7y \u0111\u1ee7 c\u00e1c \u0111i\u1ec3m ch\u1ea1m s\u1ebd gi\u00fap b\u1ea1n c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>B\u01b0\u1edbc 5: X\u00e1c \u0111\u1ecbnh giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh<\/strong><\/h3>\n\n\n\n

Chia h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c giai \u0111o\u1ea1n r\u00f5 r\u00e0ng nh\u01b0:<\/p>\n\n\n\n