{"id":3539,"date":"2019-10-31T23:56:55","date_gmt":"2019-10-31T16:56:55","guid":{"rendered":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/?p=3539"},"modified":"2022-10-15T22:47:51","modified_gmt":"2022-10-15T15:47:51","slug":"muc-dich-giao-tiep-la-chia-khoa-tao-nen-buoc-dot-pha-trong-kinh-doanh","status":"publish","type":"post","link":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/muc-dich-giao-tiep-la-chia-khoa-tao-nen-buoc-dot-pha-trong-kinh-doanh\/","title":{"rendered":"M\u1ee5c \u0111\u00edch truy\u1ec1n th\u00f4ng l\u00e0 ch\u00eca kh\u00f3a t\u1ea1o n\u00ean b\u01b0\u1edbc \u0111\u1ed9t ph\u00e1 trong kinh doanh"},"content":{"rendered":"

Doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 t\u1ea7m quan tr\u1ecdng ng\u00e0y c\u00e0ng l\u1edbn c\u1ee7a tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd.<\/span><\/strong><\/p>\n

Jim Moscou<\/strong> – CSO<\/em><\/p>\n

B\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o, d\u00f9 l\u00e0 c\u00f4ng ty m\u1edbi th\u00e0nh l\u1eadp hay m\u1ed9t t\u1eadp \u0111o\u00e0n l\u1edbn m\u1ea1nh, mu\u1ed1n k\u1ebft n\u1ed1i v\u1edbi ngu\u1ed3n kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 s\u1ebd ph\u1ea3i suy ngh\u0129 l\u1ea1i v\u1ec1 l\u00fd do t\u1ed3n t\u1ea1i c\u1ee7a n\u00f3. S\u1ef1 th\u1eadt l\u00e0, ch\u00fang ta \u0111ang ch\u1ee9ng ki\u1ebfn s\u1ef1 thay \u0111\u00f4i c\u1ee7a c\u00e1c doanh nghi\u1ec7p h\u01a1n bao gi\u1edd h\u1ebft. Trong khi c\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u00ednh tr\u1ecb \u1edf M\u1ef9 \u0111ang c\u1ed1 g\u1eafng t\u00e1ch b\u1ea1ch m\u1ecdi th\u1eed \u1edf hai th\u00e1i c\u1ef1c \u0111\u00fang v\u00e0 sai, th\u1ebf nh\u01b0ng ph\u1ea7n l\u1edbn ch\u00fang ta kho c\u00f3 th\u1ec3 ph\u00e2n \u0111\u1ecbnh \u0111\u01b0\u1ee3c r\u1ea1ch r\u00f2i gi\u1eefa ph\u1ea3i v\u00e0 tr\u00e1i. Ch\u00ednh \u0111i\u1ec1u \u0111\u00f3 \u0111\u00e3 t\u1ea1o n\u00ean h\u1eb1ng h\u00e0 sa s\u1ed1 nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ea7n \u0111\u01b0\u1ee3c quan t\u00e2m. Gi\u1ea3m thi\u1ec3u r\u00e1c th\u1ea3i nh\u1ef1a \u1edf c\u00e1c \u0111\u1ea1i d\u01b0\u01a1ng, ki\u1ec3m so\u00e1t s\u00fang h\u1ee3p l\u00fd, t\u1ef1 do ng\u00f4n lu\u1eadn,\u2026ai l\u1ea1i kh\u00f4ng mu\u1ed1n nh\u1eefng ch\u00ednh s\u00e1ch nh\u01b0 v\u1eady? Kh\u00f4ng c\u00f3 g\u00ec \u0111\u00e1ng ng\u1ea1c nhi\u00ean, ng\u00e0y nay, c\u1ee9 10 ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec c\u00f3 7 ng\u01b0\u1eddi tin r\u1eb1ng m\u1ed9t h\u00e0nh \u0111\u1ed9ng c\u1ee7a CEO ho\u1eb7c c\u00f4ng ty n\u00e0o \u0111\u00f3 c\u00f3 th\u1ec3 t\u1ea1o ra bi\u1ebfn \u0111\u1ed9ng x\u00e3 h\u1ed9i ho\u1eb7c ch\u00ednh tr\u1ecb \u0111\u00e1ng k\u1ec3, theo m\u1ed9t nghi\u00ean c\u1ee9u n\u0103m 2019 c\u1ee7a Gartner.<\/span><\/p>\n

Nh\u01b0ng n\u00fat th\u1eaft l\u00e0 \u1edf \u0111\u00e2y: M\u1ee5c \u0111\u00edch c\u1ee7a c\u00e1c c\u00f4ng ty khi th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00e3 h\u1ed9i kh\u00f4ng bao gi\u1edd \u0111\u01a1n thu\u1ea7n l\u00e0 vi\u1ec7c mu\u1ed1n x\u00e2y d\u1ef1ng th\u1ebf gi\u1edbi t\u1ed1t \u0111\u1eb9p h\u01a1n. N\u00f3 c\u00f2n l\u00e0 ti\u1ec1n, l\u00e0 d\u1eef li\u1ec7u. T\u1ea1i h\u1ed9i ngh\u1ecb Th\u01b0\u01a1ng hi\u1ec7u B\u1ec1n v\u1eefng g\u1ea7n \u0111\u00e2y t\u1ea1i Detroit, ImpactROI, m\u1ed9t t\u1ed5 ch\u1ee9c c\u1ed1 v\u1ea5n theo d\u00f5i t\u00e1c \u0111\u1ed9ng c\u1ee7a m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e3 \u0111\u01b0a ra nhi\u1ec1u k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u m\u00e0 b\u1ea5t k\u1ef3 ai ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 ch\u1ec9 s\u1ed1 L\u1ee3i nhu\u1eadn v\u00e0 Thua l\u1ed7 (P & L) \u0111\u1ec1u n\u00ean t\u00ecm hi\u1ec3u.<\/span><\/p>\n

Th\u00f4ng qua ph\u00e2n t\u00edch v\u00e0 ph\u1ecfng v\u1ea5n c\u00e1c CEO, ImpactROI ph\u00e1t hi\u1ec7n ra r\u1eb1ng khi c\u00e1c c\u00f4ng ty th\u1ef1c hi\u1ec7n t\u1ed1t vi\u1ec7c l\u1ea5y m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u l\u00e0m trung t\u00e2m, gi\u00e1 c\u1ed5 phi\u1ebfu c\u1ee7a h\u1ecd t\u0103ng 6%; doanh s\u1ed1 t\u0103ng 20%; n\u0103ng su\u1ea5t t\u0103ng 13%; t\u1ed1c \u0111\u1ed9 thay th\u1ebf nh\u00e2n vi\u00ean gi\u1ea3m 50%; v\u00e0 danh ti\u1ebfng c\u1ee7a c\u00f4ng ty tr\u00ean s\u00e0n giao d\u1ecbch n\u1ed5i l\u00ean nh\u01b0 c\u1ed3n. \u0110\u1ec1 ra m\u1ed9t d\u1ef1 \u00e1n v\u1ec1 \u0111am m\u00ea v\u00e0 quan \u0111i\u1ec3m c\u1ee7a c\u00f4ng ty v\u1ec1 chu\u1ed7i cung \u1ee9ng tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i, v\u00e0 khi\u1ebfn cho d\u1ef1 \u00e1n \u0111\u00f3 sinh l\u1ee3i \u0111\u01b0\u1ee3c cho l\u00e0 c\u00e1ch t\u1ea1o ra t\u01b0 b\u1ea3n t\u1ed1t nh\u1ea5t.<\/span><\/p>\n

Cho \u0111\u1ebfn nay, v\u1ea5n \u0111\u1ec1 v\u1ec1 m\u1ee5c \u0111\u00edch v\u1eabn \u00edt khi \u0111\u01b0\u1ee3c nh\u1eafc t\u1edbi trong n\u1ed9i b\u1ed9 c\u00f4ng ty. \u0110\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng ty ho\u1ea1t \u0111\u1ed9ng x\u00e3 h\u1ed9i th\u1ef1c s\u1ef1, v\u00e0i d\u00f2ng qu\u1ea3ng c\u00e1o \u0111anh th\u00e9p v\u00e0 m\u1ed9t g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n n\u1ed5i ti\u1ebfng th\u00f4i l\u00e0 ch\u01b0a \u0111\u1ee7. S\u1ed1 l\u01b0\u1ee3ng c\u00e1c c\u00f4ng ty x\u00e2y d\u1ef1ng m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng t\u0103ng v\u00e0 \u0111ang b\u1eaft \u0111\u1ea7u \u0111\u1ecbnh h\u00ecnh. M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i ngu\u1ed3n c\u1ea3m h\u1ee9ng l\u1edbn, trong khi m\u1ed9t v\u00e0i th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c c\u0169ng truy\u1ec1n c\u1ea3m h\u1ee9ng nh\u01b0ng kh\u00f4ng qu\u00e1 m\u1ea1nh m\u1ebd.<\/span><\/p>\n

\"\"<\/p>\n

Nh\u1eefng th\u1ebf h\u1ec7 \u0111i tr\u01b0\u1edbc<\/span><\/strong><\/p>\n

Tham d\u1ef1 v\u00e0o b\u1ea5t k\u1ef3 bu\u1ed5i h\u1ecdp g\u1ecdi v\u1ed1n hay marketing n\u00e0o v\u1ec1 v\u1ea5n \u0111\u1ec1 m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u, ng\u01b0\u1eddi ta c\u0169ng s\u1ebd nh\u1eafc \u0111\u1ebfn nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u mang t\u00ednh t\u01b0\u1ee3ng \u0111\u00e0i nh\u01b0 Patagonia, Toms, Whole Food Market, Kenneth Cole, v.v. X\u00e9t v\u1ec1 m\u00e3 gen, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u tr\u00ean \u0111\u1ec1u c\u00f3 c\u1ea5u tr\u00fac v\u1eadn h\u00e0nh ch\u1eb7t ch\u1ebd. Ng\u00e0nh c\u00f4ng nghi\u1ec7p th\u1ef1c ph\u1ea9m v\u00e0 s\u1ea3n ph\u1ea9m t\u1ef1 nhi\u00ean tr\u1ecb gi\u00e1 200 t\u1ef7 USD th\u1ef1c ra \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u truy\u1ec1n c\u1ea3m h\u1ee9ng n\u00e0y. Ngay c\u1ea3 c\u00e1c c\u00f4ng ty kh\u1edfi nghi\u1ec7p v\u1ec1 c\u00f4ng ngh\u1ec7 nh\u01b0 Lyft c\u0169ng l\u1eb7ng l\u1ebd l\u00e0m nh\u1eefng \u0111i\u1ec1u tuy\u1ec7t v\u1eddi (nh\u01b0 ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3m gi\u00e1 th\u1ef1c ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng, an to\u00e0n cho nh\u1eefng ng\u01b0\u1eddi b\u00ecnh d\u00e2n \u1edf M\u1ef9), Nike \u0111\u00e3 c\u00f3 b\u01b0\u1edbc \u0111i kh\u00f4n ngoan khi th\u1ef1c hi\u1ec7n m\u1ed9t chi\u1ebfn d\u1ecbch tuy\u1ec7t v\u1edbi, kh\u00e9o l\u00e9o \u0111\u1eb7t th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd l\u00ean tr\u00ean l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m (chi\u1ebfn d\u1ecbch t\u1ef1 do ph\u00e1t bi\u1ec3u \u201cJust do it\u201d v\u1edbi g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n l\u00e0 c\u1ea7u th\u1ee7 b\u00f3ng b\u1ea7u d\u1ee5c t\u1eebng \u0111\u1ea5u tranh cho v\u1ea5n \u0111\u1ec1 ph\u00e2n bi\u1ec7t s\u1eafc t\u1ed9c \u1edf M\u1ef9). \u0110i\u1ec1u khi\u1ebfn c\u00e1c c\u00f4ng ty n\u00e0y tr\u1edf th\u00e0nh c\u00e1c b\u1eadc ti\u1ec1n b\u1ed1i v\u1ec1 x\u00e2y d\u1ef1ng m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u l\u00e0 h\u1ecd \u0111\u00e3 n\u1eafm gi\u1eef \u0111\u01b0\u1ee3c l\u00f2ng tin \u1edf m\u1ecdi ng\u01b0\u1eddi r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 n\u00f3i v\u00e0 l\u00e0m n\u00ean nh\u1eefng \u0111i\u1ec1u \u00fd ngh\u0129a.<\/span><\/p>\n

“Nh\u1eadp c\u01b0 m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i”<\/span><\/strong><\/p>\n

B\u00e0i vi\u1ebft quan tr\u1ecdng nh\u1ea5t v\u1ec1 h\u1ec7 sinh th\u00e1i th\u01b0\u01a1ng hi\u1ec7u m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i cho \u0111\u1ebfn nay l\u00e0 b\u00e0i vi\u1ebft \u201cC\u1ea1nh tranh v\u1ec1 M\u1ee5c \u0111\u00edch X\u00e3 h\u1ed9i\u201d c\u1ee7a Omar Rodr\u00edguez Vil\u00e1 and Sundar Bharadwaj \u0111\u0103ng tr\u00ean Harvard Business Review. H\u1ecd \u0111\u1ec1 ra kh\u00e1i ni\u1ec7m \u201cnh\u1eadp c\u01b0 m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i\u201d (social-purose immigrant). Thu\u1eadt ng\u1eef n\u00e0y d\u00f9ng \u0111\u1ec3 ch\u1ec9 c\u00e1c c\u00f4ng ty l\u1edbn m\u00e0 l\u00e3nh \u0111\u1ea1o c\u1ee7a nh\u1eefng c\u00f4ng ty n\u00e0y l\u00e0 ng\u01b0\u1eddi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh, k\u1ebft h\u1ee3p marketing v\u1edbi tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i doanh nghi\u1ec7p, h\u01b0\u1edbng th\u01b0\u01a1ng hi\u1ec7u k\u1ebf th\u1eeba v\u00e0 ng\u00e2n s\u00e1ch kh\u1ed5ng l\u1ed3 t\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ee5c \u0111\u00edch. Ch\u1eb3ng h\u1ea1n Levi\u2019s (k\u00eau g\u1ecdi ki\u1ec3m so\u00e1t s\u00fang \u0111\u1ea1n), nh\u00e3n h\u00e0ng Dove c\u1ee7a Unilever (chi\u1ebfn d\u1ecbch \u201cReal Beauty\u201d nh\u1eb1m t\u00f4n vinh v\u1ebb \u0111\u1eb9p t\u1ef1 nhi\u00ean c\u1ee7a ph\u1ee5 n\u1eef), nh\u00e3n h\u00e0ng Cruzan Rum c\u1ee7a Beam Suntory (x\u00e2y d\u1ef1ng t\u00f2a nh\u00e0 St. Croix b\u1ecb b\u00e3o t\u00e0n ph\u00e1); c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o bi\u1ebft r\u1eb1ng khi h\u1ecd th\u1ef1c hi\u1ec7n t\u1ed1t c\u00e1c m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i, h\u1ecd kh\u00f4ng ch\u1ec9 l\u00e0m \u0111i\u1ec1u \u0111\u00fang \u0111\u1eafn m\u00e0 c\u00f2n c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra th\u00eam l\u1ee3i nhu\u1eadn. H\u1ecd bi\u1ebft c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd s\u1ebd th\u00fac \u0111\u1ea9y v\u0103n h\u00f3a, th\u1eadm ch\u00ed ho\u1ea1t \u0111\u1ed9ng c\u1ee7a c\u00f4ng ty h\u1ecd c\u00f2n \u0111\u01b0\u1ee3c \u0111em ra \u0111\u1ec3 nghi\u00ean c\u1ee9u (v\u1ec1 th\u00e0nh c\u00f4ng v\u00e0 th\u1ea5t b\u1ea1i). H\u1ecd bi\u1ebft h\u00e0nh \u0111\u1ed9ng c\u1ee7a h\u1ecd s\u1ebd truy\u1ec1n c\u1ea3m h\u1ee9ng cho nh\u00e2n vi\u00ean, cho nh\u00e0 cung c\u1ea5p v\u00e0 nh\u1eefng c\u00f4ng ty t\u01b0\u01a1ng t\u1ef1. H\u1ecd \u0111ang tr\u00ean \u0111\u00e0 ph\u00e1 v\u1ee1 s\u1ef1 l\u1ea1c h\u1eadu, v\u00e0 ai c\u0169ng hy v\u1ecdng h\u1ecd s\u1ebd th\u00e0nh c\u00f4ng.<\/span><\/p>\n

Nh\u1eefng c\u00f4ng ty \u201cm\u1edbi l\u1edbn\u201d<\/span><\/strong><\/p>\n

Tu\u1ed5i m\u1edbi l\u1edbn c\u00f3 l\u1ebd kh\u00f3 kh\u0103n v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi. T\u00ednh kh\u00ed th\u1ea5t th\u01b0\u1eddng. T\u00e2m tr\u1ea1ng b\u1ea5t an. Suy ngh\u0129 h\u1ed7n \u0111\u1ed9n. V\u00e0 t\u1ea5t c\u1ea3 ch\u00fang bao tr\u00f9m to\u00e0n b\u1ed9 th\u1ebf gi\u1edbi d\u01b0\u1eddng nh\u01b0 qu\u00e1 nhi\u1ec1u quy t\u1eafc. Nh\u01b0ng \u0111\u00f3 c\u0169ng l\u00e0 c\u00e1i tu\u1ed5i m\u00e0 ng\u01b0\u1eddi ta kh\u00e1t khao kh\u00f4n ngu\u00f4i ngu\u1ed3n c\u1ea3m h\u1ee9ng. \u00a0Trong th\u1ebf gi\u1edbi c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u, c\u0169ng c\u00f3 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u t\u1ef1a nh\u01b0 thanh ni\u00ean m\u1edbi l\u1edbn v\u1eady. D\u00f9 l\u1edbn hay nh\u1ecf, v\u0103n h\u00f3a c\u1ee7a nh\u1eefng c\u00f4ng ty n\u00e0y t\u1ed3n t\u1ea1i s\u1ef1 say m\u00ea v\u1edbi \u0111\u1ed1i v\u1edbi m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i, nh\u01b0ng h\u1ecd th\u01b0\u1eddng b\u1ecb c\u1ea3n tr\u1edf b\u1edfi \u0111i\u1ec1u g\u00ec \u0111\u00f3 (ho\u1eb7c ai \u0111\u00f3). K\u1ebft qu\u1ea3: nh\u1eefng n\u1ec1n t\u1ea3ng th\u1ee5t l\u00f9i; l\u00e0m n\u1ed5 ra c\u00e1c cu\u1ed9c tranh c\u00e3i v\u0103n h\u00f3a (v\u00ed d\u1ee5: Kendall Jenner v\u00e0 Pepsi); ho\u1eb7c bi\u1ebfn m\u1ee5c \u0111\u00edch ban \u0111\u1ea7u th\u00e0nh m\u1ee5c \u0111\u00edch gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i do\u00a0 ch\u00ednh c\u00f4ng ty \u0111\u00f3 g\u00e2y ra (v\u00ed d\u1ee5 m\u1ed9t h\u00e3ng bia \u0111\u01b0a ra kh\u1ea9u hi\u1ec7u \u201c\u0110\u1eebng u\u1ed1ng bia khi l\u00e1i xe\u201d cu\u1ed1i c\u00f9ng l\u1ea1i kh\u00f4ng \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao). Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u tr\u1ebb n\u00e0y c\u00f3 th\u1ec3 \u0111\u00e1ng ng\u01b0\u1ee1ng m\u1ed9 v\u00e0 th\u1eadm ch\u00ed c\u00f3 r\u1ea5t tr\u00e1ch nhi\u1ec7m \u0111\u1ed1i v\u1edbi c\u1ed9ng \u0111\u1ed3ng, th\u1ebf nh\u01b0ng cu\u1ed1i l\u1ea1i tr\u1edf th\u00e0nh m\u1ed9t th\u1ee9 nhi\u1ec5u \u00e2m.<\/span><\/p>\n

\"\"<\/p>\n

\u201cGia \u0111\u00ecnh l\u1ee5c \u0111\u1ee5c\u201d<\/span><\/strong><\/p>\n

\u0110\u00e2y l\u00e0 \u0111i\u1ec1u \u0111\u00e1ng bu\u1ed3n nh\u1ea5t c\u1ee7a c\u00e1c c\u00f4ng ty quan t\u00e2m \u0111\u1ebfn m\u1ee5c \u0111\u00edch m\u1ee5c x\u00e3 h\u1ed9i. Nh\u01b0 m\u1ed9t gia \u0111\u00ecnh c\u00f3 x\u00edch m\u00edch, nh\u1eefng c\u0103ng th\u1eb3ng b\u00ean trong doanh nghi\u1ec7p (\u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u k\u1ebf th\u1eeba l\u1edbn) hi\u1ec7n h\u1eefu tr\u00ean c\u1ea3 ph\u01b0\u01a1ng di\u1ec7n th\u1ec3 ch\u1ea5t l\u1eabn c\u1ea3m x\u00fac. L\u00fac n\u00e0y vi\u1ec7c th\u1ef1c hi\u1ec7n tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i v\u00e0 marketing g\u1ea7n nh\u01b0 tr\u1edf th\u00e0nh hai c\u1ef1c \u0111\u1ed1i \u0111\u1ea7u m\u00e0 ch\u00ednh nh\u1eefng ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o xung \u0111\u1ed9t v\u1ec1 \u0111\u01b0\u1eddng h\u01b0\u1edbng, chi\u1ebfn l\u01b0\u1ee3c l\u00e0 ng\u01b0\u1eddi g\u00e2y ra. Nh\u00e2n vi\u00ean c\u00f4ng ty th\u01b0\u1eddng chia b\u00e8 ph\u00e1i theo tu\u1ed5i t\u00e1c v\u00e0 th\u1ebf h\u1ec7. Kh\u00f4ng m\u1ed9t ai trong nh\u00f3m l\u00e3nh \u0111\u1ea1o hay nh\u1eefng ng\u01b0\u1eddi qu\u1ea3n l\u00fd v\u1ea5n \u0111\u1ec1 marketing v\u00e0 m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c s\u1ef1 nh\u1eadn ra m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u m\u1edbi ch\u00ednh l\u00e0 KPI th\u1ef1c s\u1ef1 m\u00e0 m\u1ed9t doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea1t \u0111\u01b0\u1ee3c. N\u1ebfu c\u00f4ng ty kh\u00f4ng ch\u1ee7 \u0111\u1ed9ng gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 chia r\u1ebd n\u1ed9i b\u1ed9, c\u00e1c bu\u1ed5i ngh\u1ecb s\u1ef1 v\u1ea5n \u0111\u1ec1 x\u00e2y d\u1ef1ng m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u s\u1ebd kh\u00f4ng \u0111i t\u1edbi k\u1ebft qu\u1ea3 n\u00e0o.<\/span><\/p>\n

“T\u1ea9y tr\u1eafng” th\u01b0\u01a1ng hi\u1ec7u<\/span><\/strong><\/p>\n

\u0110i\u1ec1u n\u00e0y v\u1eabn l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 th\u1ef1c t\u1ebf, hi\u1ec7n h\u1eefu v\u00e0 kh\u00f4ng kh\u00f3 \u0111\u1ec3 nh\u1eadn ra. Khi m\u1ed9t ng\u01b0\u1eddi ti\u1ebfp nh\u1eadn m\u1ed9t d\u1ef1 \u00e1n x\u00e2y d\u1ef1ng m\u1ee5c \u0111\u00edch v\u1edbi b\u1ea3n t\u00f3m t\u1eaft thi\u1ebfu chi\u1ec1u s\u00e2u v\u00e0 kho\u1ea3n ng\u00e2n s\u00e1ch h\u1ea1n h\u1eb9p, d\u1ef1 \u00e1n \u0111\u00f3 v\u1eabn c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c nh\u01b0ng theo c\u00e1ch kh\u00f4ng m\u1ea5y \u0111\u1eb9p \u0111\u1ebd cho l\u1eafm. L\u00e3nh \u0111\u1ea1o ch\u1ec9 quan t\u00e2m \u0111\u1ebfn k\u1ebft qu\u1ea3 cu\u1ed1i c\u00f9ng. L\u00e0m vi\u1ec7c t\u1ed1t cho x\u00e3 h\u1ed9i \u0111\u00f4i khi c\u00f3 ngh\u0129a l\u00e0 l\u1ee3i d\u1ee5ng t\u00ean tu\u1ed5i c\u1ee7a m\u1ed9t t\u1ed5 ch\u1ee9c t\u1eeb thi\u1ec7n l\u1edbn n\u00e0o \u0111\u00f3 hy v\u1ecdng n\u00f3 c\u00f4ng ty s\u1ebd \u0111\u01b0\u1ee3c h\u01b0\u1edfng k\u00e9 \u201ch\u00e0o quang\u201d t\u1eeb t\u1ed5 ch\u1ee9c. V\u1edbi nh\u01b0ng c\u00f4ng ty \u0111\u00e1nh b\u00f3ng t\u00ean tu\u1ed5i ki\u1ec3u nay, t\u00f4i ch\u1eafc ch\u1eafn s\u1ebd quay l\u01b0ng v\u01a1i ch\u00fang.<\/span><\/p>\n

V\u00e0 c\u1ee9 th\u1ebf, m\u1ed9t lo\u1ea1t c\u00f4ng ty c\u00f3 t\u00ean trong danh s\u00e1ch c\u00f3 chi\u1ebfn l\u01b0\u1ee3c m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i \u201c\u0111\u00fang \u0111\u1eafn\u201d. Ho\u1eb7c kh\u00f4ng. V\u00e0 cho d\u00f9 b\u1eb1ng c\u00e1ch n\u00e0o \u0111i ch\u0103ng n\u1eefa, trong 10 n\u0103m t\u1edbi, m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u s\u1ebd tr\u1edf th\u00e0nh h\u1eb3n m\u1ed9t b\u1ed9 m\u00f4n nghi\u00ean c\u1ee9u, g\u1eafn li\u1ec1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u1ed9t c\u00f4ng ty. S\u1ebd c\u00f3 h\u1eb3n m\u1ed9t ch\u1ee9c Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh M\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 qu\u1ea3n l\u00fd v\u00e0 d\u1eabn d\u1eaft v\u1ea5n \u0111\u1ec1 n\u00e0y. N\u00f3 s\u1ebd l\u01a1n m\u1ea1nh y nh\u01b0 c\u00e1ch m\u00e0 Digital Branding (x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u tr\u00ean n\u1ec1n t\u1ea3ng c\u00f4ng ngh\u1ec7 s\u1ed1), Experiential Branding (x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c marketing tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng) Branding Design (thi\u1ebft k\u1ebf th\u01b0\u01a1ng hi\u1ec7u) chuy\u1ec3n m\u00ecnh tr\u01b0\u1edbc \u0111\u00f3. Nh\u1edb khi t\u00f4i l\u00e0m c\u00f4ng vi\u1ec7c \u0111\u1ea7u ti\u00ean c\u1ee7a m\u00ecnh v\u1ec1 truy\u1ec1n th\u00f4ng t\u1ea1i \u00a0J. Walter Thompson v\u00e0o n\u0103m 1991, th\u00ec m\u1ea1ng x\u00e3 h\u1ed9i l\u00e0 th\u1ee9 kh\u00f3 c\u00f3 th\u1ec3 h\u00ecnh dung \u0111\u01b0\u1ee3c. Gi\u1edd \u0111\u00e2y, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00ec m\u1ee5c \u0111\u00edch x\u00e3 h\u1ed9i \u0111ang ng\u00e0y c\u00e0ng t\u1ea1o ra l\u1ee3i nhu\u1eadn v\u00e0 tr\u00ean \u0111\u00e0 ph\u00e1t tri\u1ec3n. R\u1ed3i s\u1ebd c\u00f3 ng\u00e0y ng\u01b0\u1eddi ta s\u1ebd vi\u1ebft v\u1ec1 nh\u1eefng ng\u00e0y \u0111\u1ea7u h\u00ecnh th\u00e0nh c\u0169ng nh\u01b0 nh\u1eefng ng\u01b0\u1eddi ti\u00ean phong trong l\u0129nh v\u1ef1c n\u00e0y. L\u1ecbch s\u1eed c\u1ee7a n\u00f3 \u0111ang d\u1ea7n \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh.<\/span><\/p>\n

www.entrepreneur.com<\/span><\/strong><\/p>\n

C\u00e1c kh\u00f3a h\u1ecdc c\u00f9ng ch\u1ee7 \u0111\u1ec1<\/span><\/strong><\/em><\/p>\n

M\u1eddi b\u1ea1n tham kh\u1ea3o:<\/p>\n

K\u1ef8 N\u0102NG GIAO TI\u1ebeP<\/a> <\/strong><\/span>(GV: John Ullman<\/a><\/strong>)
\nKh\u00f3a h\u1ecdc gi\u1ea3ng d\u1ea1y v\u00e0 h\u01b0\u1edbng d\u1eabn chi ti\u1ebft v\u1ec1 k\u1ef9 n\u0103ng giao ti\u1ebfp. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng k\u1ef9 n\u0103ng quan tr\u1ecdng d\u00e0nh cho t\u1ea5t c\u1ea3 c\u00e1c v\u1ecb tr\u00ed: Doanh nh\u00e2n, Gi\u00e1m \u0111\u1ed1c, Qu\u1ea3n l\u00fd c\u00e1c c\u1ea5p, Chuy\u00ean gia, Nh\u00e2n vi\u00ean.<\/span><\/p>\n

QUY TR\u00ccNH X\u00c2Y D\u1ef0NG TH\u01af\u01a0NG HI\u1ec6U C\u01a0 B\u1ea2N<\/span><\/strong><\/a> (GV: \u0110\u1eb7ng Thanh V\u00e2n<\/strong><\/a>)<\/p>\n