Cách Khôi Phục Khách Hàng Bị Mất Tại Công Ty Vận Tải Evergreen Việt Nam

Luận văn thạc sĩ nghiên cứu ueh how to recapture lost customers at avergreen shipping agency vietnam, khảo sát thực trạng, phân tích nguyên nhân, đề xuất giải pháp cải thiện thực

• Tác giả: Nguyen Thi Phuong Trinh
• Người hướng dẫn: Prof. Nguyen Thi Mai Trang
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business Administration
• Đề tài: How To Recapture Lost Customers At Evergreen Shipping Agency (Vietnam)
• Loại tài liệu: Thesis
• Năm xuất bản: 2016
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• EXECUTIVE SUMMARY
• ABBREVIATION & NOTES
• ACKNOWLEGEMENT
• I. COMPANY INTRODUCTION
• II. PROBLEM IDENTIFICATION
• III. EXPLORATION OF POTENTIAL SOLUTIONS FOR THE PROBLEM
• IV. IDENTIFICATION / ACTION PLAN
• VI. SUPPORTING INFORMATION

Tóm tắt

I. Tổng Quan Về Cách Khôi Phục Khách Hàng Tại Công Ty Vận Tải Evergreen Việt Nam

Công ty vận tải Evergreen Việt Nam đã hoạt động trong ngành vận tải biển hơn 40 năm. Tuy nhiên, việc khôi phục khách hàng bị mất là một thách thức lớn. Nghiên cứu này sẽ phân tích các nguyên nhân và giải pháp để cải thiện dịch vụ và tăng cường sự hài lòng của khách hàng.

1.1. Tầm Quan Trọng Của Khách Hàng Đối Với Công Ty Vận Tải

Khách hàng là tài sản quý giá nhất của bất kỳ doanh nghiệp nào. Việc duy trì và khôi phục khách hàng không chỉ giúp tăng doanh thu mà còn xây dựng thương hiệu vững mạnh.

1.2. Thực Trạng Mất Khách Hàng Tại Evergreen Việt Nam

Trong những năm gần đây, Evergreen Việt Nam đã gặp phải tình trạng mất khách hàng do nhiều nguyên nhân khác nhau, từ giá cả đến chất lượng dịch vụ.

II. Vấn Đề Mất Khách Hàng Tại Công Ty Vận Tải Evergreen Việt Nam

Mất khách hàng là một vấn đề nghiêm trọng mà Evergreen Việt Nam đang phải đối mặt. Nghiên cứu cho thấy rằng nguyên nhân chính dẫn đến tình trạng này là do sự không hài lòng về giá cả và chất lượng dịch vụ.

2.1. Nguyên Nhân Chính Dẫn Đến Mất Khách Hàng

Các nguyên nhân bao gồm giá cước không cạnh tranh, thời gian vận chuyển lâu và chất lượng dịch vụ không ổn định. Những yếu tố này đã khiến khách hàng chuyển sang đối thủ.

2.2. Hệ Lụy Của Việc Mất Khách Hàng

Việc mất khách hàng không chỉ ảnh hưởng đến doanh thu mà còn làm giảm uy tín của công ty trong ngành vận tải. Điều này có thể dẫn đến một vòng luẩn quẩn khó thoát ra.

III. Phương Pháp Khôi Phục Khách Hàng Bị Mất Tại Evergreen Việt Nam

Để khôi phục khách hàng, Evergreen Việt Nam cần áp dụng các phương pháp hiệu quả nhằm cải thiện dịch vụ và tăng cường sự hài lòng của khách hàng.

3.1. Điều Chỉnh Giá Cước Để Đáp Ứng Mong Đợi Của Khách Hàng

Việc điều chỉnh giá cước để phù hợp với mong đợi của khách hàng là một giải pháp trực tiếp. Điều này có thể giúp thu hút lại khách hàng đã rời bỏ.

3.2. Phát Triển Hệ Thống Đánh Giá Hiệu Suất Bán Hàng

Phát triển một hệ thống đánh giá hiệu suất bán hàng sẽ giúp công ty theo dõi và cải thiện chất lượng dịch vụ, từ đó tăng cường sự hài lòng của khách hàng.

IV. Ứng Dụng Thực Tiễn Của Các Giải Pháp Khôi Phục Khách Hàng

Các giải pháp khôi phục khách hàng cần được áp dụng một cách thực tiễn để đạt được hiệu quả cao nhất. Việc theo dõi và đánh giá kết quả là rất quan trọng.

4.1. Kết Quả Đạt Được Từ Việc Điều Chỉnh Giá Cước

Sau khi điều chỉnh giá cước, công ty đã ghi nhận sự gia tăng trong số lượng khách hàng quay lại sử dụng dịch vụ.

4.2. Tác Động Của Hệ Thống Đánh Giá Đến Hiệu Suất Bán Hàng

Hệ thống đánh giá hiệu suất đã giúp công ty nhận diện được các vấn đề trong quy trình phục vụ khách hàng, từ đó cải thiện chất lượng dịch vụ.

V. Kết Luận Về Tương Lai Của Công Ty Vận Tải Evergreen Việt Nam

Tương lai của Evergreen Việt Nam phụ thuộc vào khả năng khôi phục và duy trì khách hàng. Việc áp dụng các giải pháp hiệu quả sẽ giúp công ty phát triển bền vững.

5.1. Tầm Nhìn Dài Hạn Của Công Ty

Công ty cần xây dựng một tầm nhìn dài hạn để phát triển dịch vụ và nâng cao sự hài lòng của khách hàng.

5.2. Chiến Lược Duy Trì Khách Hàng Trong Tương Lai

Chiến lược duy trì khách hàng cần được thiết lập rõ ràng, bao gồm các chương trình khuyến mãi và chăm sóc khách hàng hiệu quả.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGUYEN THI PHUONG TRINH HOW TO RECAPTURE LOST CUSTOMERS AT EVERGREEN SHIPPING AGENCY (VIETNAM) ID: 22130086 MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: PROF. NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2016. 0|Page LUAN VAN CHAT LUONG download : add [e-mail] EXECUTIVE SUMMARY Suppose that the shipping industry is a potential & challenge field in Viet Nam which we need to explore and develop the service quality more strongly & fruitfully. The author of this paper who has ever spent the working time at the Evergreen shipping Agency (Viet Nam) (EGV); has a bit of experience in this shipping field and decides to choose the subject of thesis relating to this field with hoping that the thesis can help the company to realize the organization problem and find the suitable solution to improve service quality better to gain the top position in the shipping industry. The author has a chance to contact with many departments in EGV and decides to focus mainly on the business department because the author was learned that business department is the most important department to help to bring to the profit for the wholly company. Recently, the author is informed that business department needs to be improved because its performance is too bad. During researching, the author finds that business department is facing with the main problem: Lost accounts leading to cargo lifting decreased too much during the first quarter of 2016. First, the author discovers the causes and effects of the problem. There are many causes leading to lost account of EGV and the author proceeds to survey, evaluate and gives the conclusion of the most important cause which affects strongly to EGV’s lifting falling. The main cause is regarding to rate issue which salesperson in charge can’t match suppliers’ request. Many accounts were lost or stopped using EGV’s service to move to other competitors who can meet their expectation. However, the main cause which is stated here is still un- clear that needs to investigate deeper to find out the real problem and the author 1|Page LUAN VAN CHAT LUONG download : add [e-mail] continues to do the second survey in next step and find that the real cause is the failure of customer retention. With the increase in the pressure of external threats in an unpredictable and uncertain market circumstance, liner shipping companies have to make clear strategies to survive. The result of a study intends that EGV still have many occasions to adjust and improve in the strategic decision-making on business problem in maintenance and improvement of customer retention. Once the business problem and its most important causes have been identified and validated, a solution can be designed. There are two solutions given to discuss as below: Solution 1: Freight adjustment to meet customer’s expectation (direct solution) Solution 2: Developing a system for measuring the performance of a sales department (indirect solution through human resource aspect) The author evaluates and makes a comparison to choose the best suitable solution. Suppose that once internal support system is improved effectively, EGV has many chances to attract customers towards the service more and more. So, the second solution is chosen the best one for project-oriented evaluation. In order to help the readers to understand more details and take this paper as the sample to make a reference for the similar organization situation in the shipping industry. Through this paper, the author will present, analyze, evaluate the symptomatic phenomena of a specific problem of the project throughout the whole process and give valuable comments for the organization. 2|Page LUAN VAN CHAT LUONG download : add [e-mail] HOW TO RECAPTURE LOST CUSTOMERS AT EVERGREEN SHIPPING AGENCY (VIETNAM) ABBREVIATION & NOTES ACKNOWLEGEMENT I/ COMPANY INTRODUCTION . 7 II/ PROBLEM IDENTIFICATION . 9 III/ EXPLORATION OF POTENTIAL SOLUTIONS FOR THE PROBLEM . 35 IV/ IDENTIFICATION / ACTION PLAN . 50 VI/ SUPPORTING INFORMATION . 60 RESEARCH TRANSCRIPTS CUSTOMER SATISFACTION SURVEY TEMPLATE 3|Page LUAN VAN CHAT LUONG download : add [e-mail] ABBREVIATION & NOTES 2M: container shipping industry alliance between Maersk (MSK) and MSC BCC: Business Controlling Center B/L: Bill of lading CEM: prefers to the main service to Europe EGL: Evergreen line (group) EGV: Evergreen Viet Nam FOB & CNF: payment term under collect and prepaid respectively Global NOVCCs and Tender A/C(s): a/c(s) belongs to these groups considered as VIP account. GPS: Global Position System to calculate the user's exact location and determine the user's position. G6: the six largest European Union members (APL, HAPAG-LLOYD, HM, MOL, NYK, OOCL) KPI: Key Performance Indicators NE2: prefers to the new direct service to Europe which hasn’t still exploited by EGV NLRDM/DEHBG/GBFLX/FRLHV/GRPIR: main ports of WB service. 4|Page LUAN VAN CHAT LUONG download : add [e-mail] NVOCC: stands for Non-Vessel Owning Common Carrier. NVOCC operation comprises of sales, stuffing and transport of the containers to gateway ports. O3: Ocean three alliances of three members USAC, CSCL and CMA POL: port of loading SUP-PSN: Humane Resource department WBD: West Bound department (for long haul section consist of two trades: Europe (EUR) and Mediterranean (MED) 5|Page LUAN VAN CHAT LUONG download : add [e-mail] ACKNOWLEGEMENT I thank the anonymous reviewer for the valuable comments during doing the researching. Further, I am indebted to my supervisor, Prof. Nguyen Thi Mai Trang for productive comments that led to improvements in this paper. Finally, I sincerely thank the support from my colleagues and managers at Evergreen Viet Nam to help me so much in the data collection and contribute the valuable knowledge in the shipping industry. If there are not the great supports from you, the author can’t finish this paper effectively and usefully. 6|Page LUAN VAN CHAT LUONG download : add [e-mail] I/ COMPANY INTRODUCTION Evergreen Line is ranked in Top 10 of 100 carriers having the best service in the shipping industry in the world during over the past 40 years. As one of Taiwan’s most recognized global brands, Evergreen Line will maintain all of the services currently operated and develop new trades to meet worldwide customer demands. Evergreen Line serves over 240 locations around the world in Asia, America, Europe, the Middle East, Australia and Africa. Evergreen is well respected in the shipping industry with a reputation for providing customer-focused solutions, a quality-through-excellence approach and continual innovation. It is also an industry leader in the use of information technology and e-commerce to manage the entire cargo process. Evergreen Shipping Agency (Viet Nam) was established in 2002 as the agent for Evergreen Line in Viet Nam. Currently, Evergreen Viet Nam has Head Office in Ho Chi Minh City, 2 sub- agents (Da Nang, Quy Nhon), and 2 branch offices in Ha Noi and Hai Phong with totally over 200 employees. Each year, EGV celebrates 2 times to review and evaluate the performance of ports of loading POL(s) in area. According to EGV lifting statistics of 2012-2014, VNHCM office is main one holding largely lifting with 75% per total lifting of EGV. So, this study will concentrate on VNHCM office to review and evaluate service quality at the beginning 6 months of 2015 when we were learned that its performance is on alert. Faced with more and more competitive market in shipping & logistics field, building and maintaining a good relationship with customers is essential to long- term business survival. Known that business department of the company is the most 7|Page LUAN VAN CHAT LUONG download : add [e-mail] important section to distribute on increasing total revenue yearly. In business department, we are divided into 3 separated departments: BIZ-IAS (short haul section), BIZ-LHS (long haul section) & BIZ-IMP (import section). (Figure 1) EVERGREEN VIETNAM‘S SALES ORGANIZATION CHART PRESIDENT SALES REPRESENTATIVE HUMAN RESOURCE DJVP BUSINESS IAS Manager LHS Manager IMP Manager Salesman Salesman Salesman FIGURE 1: Evergreen VIETNAM’s Sales Organization Chart 8|Page LUAN VAN CHAT LUONG download : add [e-mail] II/ PROBLEM INDENTIFICATION To check the validity of the problem statement, the factual information has to be collected. The secondary data collection is the step in the process. The empirical analysis of the business problem must be given. Through monthly/weekly management meetings, West Bound group (WBD) belongs to BIZ-LHS section is targeted and reported about the bad situation during the beginning 6 months of 2015 when the lifting always goes down and no signal to increase back. Prior to this period, from 2012 to 2014, WBD often gained good performance (see table1); however, the data in Table 2 conveyed the impression that total transportation expenditures have exhibited a declining trend since the beginning period of 2015, decreasing 25% lifting compared with the same time in 2012, down 27% compared with 2013 and kept going down 16% compared with 2014. With hoping that WB group will maintain the top position in shipping industry as before ( see Table 3) and overcome the difficult situations to gain the better result, an attempt to search for potential antecedents that have high power to explain customer’s satisfaction and loyalty towards services. 9|Page LUAN VAN CHAT LUONG download : add [e-mail] Table 1: WBD lifting performance 2012-2014 2012 2013 2014 WDB TARGET ACTUAL % TARGET ACTUAL % TARGET ACTUAL % EUR 5,000 5,000 100% 5,500 5,300 96% 6,000 5,500 92% MED 2,400 2,470 103% 2,600 2,650 102% 3,000 2,700 90% TOTAL 7,400 7,470 101% 8,100 7,950 98% 9,000 8,200 91% (Source: 2012-2014 OLAP report in EGV business department) Table 2: WBD lifting performance of 6 months period at beginning of 2012-2015 JAN TO JUNE 2012 JAN TO JUNE 2013 JAN TO JUNE 2014 JAN TO JUNE 2015 WDB TARGET ACTUAL % TARGET ACTUAL % TARGET ACTUAL % TARGET ACTUAL % EUR 2,550 2,500 98% 2,550 2,550 100% 2,700 2,600 96% 2,700 2,050 76% MED 1,200 1,220 102% 1,200 1,250 104% 1,800 1,450 81% 1,800 1,300 72% TOTAL 3,750 3,720 99% 3,750 3,800 101% 4,500 4,050 90% 4,500 3,350 74% (Source: 2012-1015 OLAP report in EGV business department) *Target and Actual are calculated per TEU *EUR & MED: Export cargo to North European & Mediterranean area 10 | P a g e LUAN VAN CHAT LUONG download : add [e-mail] 120% 101% 99% 100% 90% 74% 80% EUR 60% MED 40% TOTAL 20% 0% 2012 2013 2014 2015 Figure 2: Chart of WBD lifting Table 3: Top Carriers for WB_2014 versus 100 carriers in the world WB MSK 23.5% (Source: Carriers data) ►CAUSE AND EFFECT The first qualitative research In Evergreen Viet Nam, West Bound group is defined as a controlling & managing group of export shipments to European ports including North Europe and Mediterranean. West Bound team is controlled by 1 salesperson outside and 1 salesperson inside in BIZ-LHS section and other related departments such as Customer service (CSD-TFC): 1 staff and Document department (CSD- 11 | P a g e LUAN VAN CHAT LUONG download : add [e-mail] EP2): 1 staff. As a researcher, the writer of this study has a chance to collect secondary data (see table 1 &2) and have an interview with 10 customers and persons in charge (P.C) in this department including 2 assistant managers (AM): Ms. Tracy and Ms. Olivia; 1 Deputy Manager (DM): Ms. Judie, and 1 Deputy Junior Vice President (DJVP): Mr. Elton to find out the diagnosis of the problem. 1/The main question was given to interview 10 customers and the feedback was as below: - The researcher: What reasons do you give for choosing the most preferred shipping line? Table 4: Responses of 10 customers Company name Interviewee Position Feedback/Comments Main reason GOTO Mr. An Sales Qualified rate is the most Rate issue LOGISTICS Manager important to our business., LTD THL Mr. Vinh Salesman Our customer doesn’t accept Rate issue LOGISTICS your offered rate due to it is far CO., LTD from their expectation. Nguyet Sales We are very concerning to Service LOGISTICS Manager transportation time and qualified quality CO. Your service is not good due to long transit time and sometimes, lacking of qualified equipment.