{"id":11256,"date":"2025-09-10T16:54:24","date_gmt":"2025-09-10T09:54:24","guid":{"rendered":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/?p=11256"},"modified":"2026-04-10T15:12:17","modified_gmt":"2026-04-10T08:12:17","slug":"retention-la-gi","status":"publish","type":"post","link":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/kien-thuc-kinh-te\/retention-la-gi","title":{"rendered":"Retention l\u00e0 g\u00ec? T\u1ea7m quan tr\u1ecdng c\u1ee7a ch\u1ec9 s\u1ed1 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

Kh\u00e1ch h\u00e0ng quay l\u1ea1i nhi\u1ec1u l\u1ea7n th\u01b0\u1eddng mang \u0111\u1ebfn gi\u00e1 tr\u1ecb cao h\u01a1n r\u1ea5t nhi\u1ec1u so v\u1edbi nh\u1eefng giao d\u1ecbch ng\u1eafn h\u1ea1n. Doanh nghi\u1ec7p n\u00e0o c\u0169ng mong mu\u1ed1n t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 g\u1eafn b\u00f3 \u1ea5y, nh\u01b0ng kh\u00f4ng ph\u1ea3i ai c\u0169ng hi\u1ec3u r\u00f5 c\u00e1ch \u0111o l\u01b0\u1eddng v\u00e0 c\u1ea3i thi\u1ec7n hi\u1ec7u qu\u1ea3. V\u1eady retention l\u00e0 g\u00ec<\/strong> v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 bi\u1ebfn ch\u1ec9 s\u1ed1 n\u00e0y th\u00e0nh l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng cho ho\u1ea1t \u0111\u1ed9ng kinh doanh?<\/p>\n

\"Retention<\/figure>\n

Retention l\u00e0 g\u00ec?<\/h2>\n

Retention l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong marketing v\u00e0 qu\u1ea3n tr\u1ecb kinh doanh, ch\u1ec9 kh\u1ea3 n\u0103ng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng ho\u1eb7c ng\u01b0\u1eddi d\u00f9ng ti\u1ebfp t\u1ee5c g\u1eafn b\u00f3 v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 sau m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. Kh\u00e1c v\u1edbi vi\u1ec7c ch\u1ec9 t\u1eadp trung v\u00e0o thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi, retention nh\u1ea5n m\u1ea1nh \u0111\u1ebfn vi\u1ec7c duy tr\u00ec m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i, t\u0103ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi v\u00e0 gi\u1ea3m thi\u1ec3u t\u00ecnh tr\u1ea1ng kh\u00e1ch h\u00e0ng r\u1eddi b\u1ecf.<\/p>\n

\n

Retention t\u1ed1t gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng v\u00e0 \u0111\u00e1ng tin c\u1eady.<\/strong><\/strong><\/p>\n<\/blockquote>\n

Trong l\u0129nh v\u1ef1c SaaS, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed hay c\u00e1c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng, retention \u0111\u01b0\u1ee3c coi l\u00e0 ch\u1ec9 s\u1ed1 c\u1ed1t l\u00f5i \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 hi\u1ec7u qu\u1ea3 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng. M\u1ed9t doanh nghi\u1ec7p c\u00f3 t\u1ef7 l\u1ec7 retention cao th\u01b0\u1eddng ti\u1ebft ki\u1ec7m chi ph\u00ed marketing h\u01a1n, b\u1edfi chi ph\u00ed gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i th\u1ea5p h\u01a1n nhi\u1ec1u so v\u1edbi chi ph\u00ed t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n

\u0110i\u1ec3m kh\u00e1c bi\u1ec7t quan tr\u1ecdng c\u1ea7n l\u01b0u \u00fd l\u00e0 retention kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi loyalty (l\u00f2ng trung th\u00e0nh) hay repeat purchase (mua l\u1ea1i nhi\u1ec1u l\u1ea7n). Loyalty th\u01b0\u1eddng g\u1eafn v\u1edbi y\u1ebfu t\u1ed1 t\u00ecnh c\u1ea3m v\u00e0 ni\u1ec1m tin v\u00e0o th\u01b0\u01a1ng hi\u1ec7u, trong khi repeat purchase ph\u1ea3n \u00e1nh h\u00e0nh vi mua h\u00e0ng c\u1ee5 th\u1ec3. Retention l\u1ea1i mang t\u00ednh t\u1ed5ng th\u1ec3 h\u01a1n, bao qu\u00e1t c\u1ea3 m\u1ee9c \u0111\u1ed9 g\u1eafn b\u00f3 v\u00e0 kh\u1ea3 n\u0103ng duy tr\u00ec m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p.<\/p>\n

Customer retention l\u00e0 g\u00ec?<\/h2>\n

Customer retention \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 kh\u1ea3 n\u0103ng doanh nghi\u1ec7p duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i trong su\u1ed1t h\u00e0nh tr\u00ecnh s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Thay v\u00ec ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi, customer retention nh\u1ea5n m\u1ea1nh \u0111\u1ebfn vi\u1ec7c t\u1ed1i \u01b0u tr\u1ea3i nghi\u1ec7m \u0111\u1ec3 kh\u00e1ch h\u00e0ng ti\u1ebfp t\u1ee5c g\u1eafn b\u00f3, mua h\u00e0ng nhi\u1ec1u l\u1ea7n v\u00e0 tr\u1edf th\u00e0nh nh\u00f3m kh\u00e1ch trung th\u00e0nh.<\/p>\n

M\u1ed9t trong nh\u1eefng gi\u00e1 tr\u1ecb l\u1edbn nh\u1ea5t c\u1ee7a customer retention l\u00e0 gi\u00fap doanh nghi\u1ec7p gi\u1ea3m ph\u1ee5 thu\u1ed9c v\u00e0o ho\u1ea1t \u0111\u1ed9ng acquisition (thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi). Th\u1ef1c t\u1ebf cho th\u1ea5y, chi ph\u00ed t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi th\u01b0\u1eddng cao g\u1ea5p 5\u20137 l\u1ea7n so v\u1edbi chi ph\u00ed duy tr\u00ec kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3. Do \u0111\u00f3, chi\u1ebfn l\u01b0\u1ee3c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3 kh\u00f4ng ch\u1ec9 ti\u1ebft ki\u1ec7m chi ph\u00ed marketing m\u00e0 c\u00f2n n\u00e2ng cao l\u1ee3i nhu\u1eadn d\u00e0i h\u1ea1n.<\/p>\n

\u0110i\u1ec3m kh\u00e1c bi\u1ec7t quan tr\u1ecdng l\u00e0 acquisition h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u00ecm th\u00eam ng\u01b0\u1eddi d\u00f9ng m\u1edbi, trong khi customer retention t\u1eadp trung v\u00e0o vi\u1ec7c gia t\u0103ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. Hai y\u1ebfu t\u1ed1 n\u00e0y c\u1ea7n \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p ch\u1eb7t ch\u1ebd, nh\u01b0ng retention th\u01b0\u1eddng mang l\u1ea1i hi\u1ec7u qu\u1ea3 b\u1ec1n v\u1eefng h\u01a1n v\u00ec x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c s\u1ef1 g\u1eafn k\u1ebft l\u00e2u d\u00e0i v\u00e0 c\u1ee7ng c\u1ed1 uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Retention rate l\u00e0 g\u00ec?<\/h2>\n

Retention rate l\u00e0 t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m kh\u00e1ch h\u00e0ng ho\u1eb7c ng\u01b0\u1eddi d\u00f9ng ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p trong m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. \u0110\u00e2y l\u00e0 ch\u1ec9 s\u1ed1 tr\u1ef1c ti\u1ebfp ph\u1ea3n \u00e1nh m\u1ee9c \u0111\u1ed9 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3 trong vi\u1ec7c duy tr\u00ec m\u1ed1i quan h\u1ec7 d\u00e0i h\u1ea1n. M\u1ed9t retention rate cao \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng v\u00e0 s\u1eb5n s\u00e0ng ti\u1ebfp t\u1ee5c l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u thay v\u00ec chuy\u1ec3n sang \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

C\u00f4ng th\u1ee9c t\u00ednh retention rate chu\u1ea9n \u0111\u01b0\u1ee3c di\u1ec5n gi\u1ea3i nh\u01b0 sau:<\/p>\n

Retention rate = (S\u1ed1 kh\u00e1ch h\u00e0ng cu\u1ed1i k\u1ef3 \u2013 S\u1ed1 kh\u00e1ch h\u00e0ng m\u1edbi) \u00f7 S\u1ed1 kh\u00e1ch h\u00e0ng \u0111\u1ea7u k\u1ef3 \u00d7 100%<\/strong><\/p>\n

Trong \u0111\u00f3:<\/p>\n

    \n
  • S\u1ed1 kh\u00e1ch h\u00e0ng \u0111\u1ea7u k\u1ef3<\/strong>: l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u00f3 s\u1eb5n t\u1ea1i th\u1eddi \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u k\u1ef3 \u0111o l\u01b0\u1eddng.<\/li>\n
  • S\u1ed1 kh\u00e1ch h\u00e0ng cu\u1ed1i k\u1ef3<\/strong>: l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u00f2n l\u1ea1i t\u1ea1i th\u1eddi \u0111i\u1ec3m k\u1ebft th\u00fac k\u1ef3 \u0111o l\u01b0\u1eddng.<\/li>\n
  • S\u1ed1 kh\u00e1ch h\u00e0ng m\u1edbi<\/strong>: l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ph\u00e1t sinh th\u00eam trong su\u1ed1t k\u1ef3 \u0111o l\u01b0\u1eddng.<\/li>\n<\/ul>\n

    V\u00ed d\u1ee5: n\u1ebfu doanh nghi\u1ec7p c\u00f3 1.000 kh\u00e1ch h\u00e0ng \u1edf \u0111\u1ea7u th\u00e1ng, cu\u1ed1i th\u00e1ng c\u00f2n 950 kh\u00e1ch h\u00e0ng, trong \u0111\u00f3 c\u00f3 100 kh\u00e1ch h\u00e0ng m\u1edbi, th\u00ec retention rate s\u1ebd \u0111\u01b0\u1ee3c t\u00ednh b\u1eb1ng (950 \u2013 100) chia cho 1.000, sau \u0111\u00f3 nh\u00e2n 100%. K\u1ebft qu\u1ea3 l\u00e0 85%.<\/p>\n

    Ngo\u00e0i c\u00f4ng th\u1ee9c chu\u1ea9n n\u00e0y, m\u1ed9t s\u1ed1 c\u00e1ch t\u00ednh \u0111\u01a1n gi\u1ea3n h\u01a1n ch\u1ec9 l\u1ea5y s\u1ed1 kh\u00e1ch h\u00e0ng cu\u1ed1i k\u1ef3 chia cho s\u1ed1 kh\u00e1ch h\u00e0ng \u0111\u1ea7u k\u1ef3. Tuy nhi\u00ean, c\u00e1ch t\u00ednh \u0111\u00f3 d\u1ec5 b\u1ecf qua y\u1ebfu t\u1ed1 kh\u00e1ch h\u00e0ng m\u1edbi n\u00ean kh\u00f4ng ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c hi\u1ec7u qu\u1ea3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

    T\u1ea7m quan tr\u1ecdng c\u1ee7a retention trong kinh doanh<\/h2>\n

    Retention kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng m\u00e0 c\u00f2n l\u00e0 y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh \u0111\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i c\u1ee7a doanh nghi\u1ec7p. Khi t\u1ef7 l\u1ec7 retention cao, \u0111i\u1ec1u \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng, tin t\u01b0\u1edfng v\u00e0 c\u00f3 xu h\u01b0\u1edbng g\u1eafn b\u00f3 l\u00e2u d\u00e0i, t\u1eeb \u0111\u00f3 t\u1ea1o n\u1ec1n t\u1ea3ng \u1ed5n \u0111\u1ecbnh cho doanh thu v\u00e0 l\u1ee3i nhu\u1eadn.<\/p>\n

    Theo nghi\u00ean c\u1ee9u c\u1ee7a Bain & Company, ch\u1ec9 c\u1ea7n t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng th\u00eam 5% c\u00f3 th\u1ec3 gi\u00fap l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p t\u0103ng t\u1eeb 25% \u0111\u1ebfn 95%. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y t\u00e1c \u0111\u1ed9ng t\u00e0i ch\u00ednh m\u1ea1nh m\u1ebd c\u1ee7a retention so v\u1edbi vi\u1ec7c li\u00ean t\u1ee5c \u0111\u1ea7u t\u01b0 ng\u00e2n s\u00e1ch \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi. H\u01a1n n\u1eefa, chi ph\u00ed marketing \u0111\u1ec3 gi\u1eef m\u1ed9t kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i th\u01b0\u1eddng th\u1ea5p h\u01a1n nhi\u1ec1u l\u1ea7n so v\u1edbi chi ph\u00ed \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n

    Ngo\u00e0i l\u1ee3i \u00edch t\u00e0i ch\u00ednh, retention c\u00f2n gi\u00fap doanh nghi\u1ec7p t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1ng tin c\u1eady. Khi kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 l\u00e2u d\u00e0i, h\u1ecd kh\u00f4ng ch\u1ec9 ti\u1ebfp t\u1ee5c mua h\u00e0ng m\u00e0 c\u00f2n tr\u1edf th\u00e0nh k\u00eanh truy\u1ec1n th\u00f4ng t\u1ef1 nhi\u00ean th\u00f4ng qua gi\u1edbi thi\u1ec7u v\u00e0 \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c. \u0110\u00e2y ch\u00ednh l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft, \u0111\u1eb7c bi\u1ec7t t\u1ea1i th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 d\u1ecbch v\u1ee5 tr\u1ef1c tuy\u1ebfn \u1edf Vi\u1ec7t Nam.<\/p>\n

    C\u00e1c d\u1ea1ng retention th\u01b0\u1eddng g\u1eb7p trong kinh doanh<\/h2>\n

    Retention c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n chia theo nhi\u1ec1u g\u00f3c \u0111\u1ed9 kh\u00e1c nhau, gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng theo d\u00f5i v\u00e0 \u00e1p d\u1ee5ng ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau kinh doanh.<\/p>\n

    Retention theo th\u1eddi gian<\/strong>: \u0110\u00e2y l\u00e0 d\u1ea1ng ph\u1ed5 bi\u1ebfn nh\u1ea5t, \u0111o l\u01b0\u1eddng t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 sau m\u1ed9t kho\u1ea3ng th\u1eddi gian c\u1ee5 th\u1ec3 nh\u01b0 ng\u00e0y th\u1ee9 7, tu\u1ea7n \u0111\u1ea7u ti\u00ean ho\u1eb7c th\u00e1ng \u0111\u1ea7u ti\u00ean. Ch\u1eb3ng h\u1ea1n, c\u00e1c \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng th\u01b0\u1eddng quan t\u00e2m \u0111\u1ebfn t\u1ef7 l\u1ec7 retention sau 1 ng\u00e0y, 7 ng\u00e0y v\u00e0 30 ng\u00e0y \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 g\u1eafn b\u00f3 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n

    Retention theo kh\u00e1ch h\u00e0ng v\u00e0 ng\u01b0\u1eddi d\u00f9ng<\/strong>: Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, doanh nghi\u1ec7p c\u1ea7n ph\u00e2n bi\u1ec7t gi\u1eefa kh\u00e1ch h\u00e0ng \u0111\u00e3 ph\u00e1t sinh giao d\u1ecbch (customer) v\u00e0 ng\u01b0\u1eddi d\u00f9ng ch\u01b0a thanh to\u00e1n (user). Retention theo kh\u00e1ch h\u00e0ng ph\u1ea3n \u00e1nh tr\u1ef1c ti\u1ebfp doanh thu, c\u00f2n retention theo ng\u01b0\u1eddi d\u00f9ng gi\u00fap \u0111\u00e1nh gi\u00e1 s\u1ee9c h\u00fat c\u1ee7a s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi chuy\u1ec3n \u0111\u1ed5i th\u00e0nh kh\u00e1ch h\u00e0ng tr\u1ea3 ph\u00ed.<\/p>\n

    Retention trong t\u1eebng l\u0129nh v\u1ef1c<\/strong>: T\u00f9y ng\u00e0nh ngh\u1ec1 m\u00e0 c\u00e1ch \u0111o retention s\u1ebd kh\u00e1c nhau. Trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, retention \u0111\u01b0\u1ee3c t\u00ednh d\u1ef1a tr\u00ean s\u1ed1 l\u1ea7n mua l\u1eb7p l\u1ea1i. V\u1edbi SaaS, ch\u1ec9 s\u1ed1 n\u00e0y th\u1ec3 hi\u1ec7n qua vi\u1ec7c kh\u00e1ch h\u00e0ng gia h\u1ea1n h\u1ee3p \u0111\u1ed3ng ho\u1eb7c ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 h\u00e0ng th\u00e1ng. \u0110\u1ed1i v\u1edbi \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng, retention l\u1ea1i th\u1ec3 hi\u1ec7n qua m\u1ee9c \u0111\u1ed9 quay l\u1ea1i s\u1eed d\u1ee5ng app sau khi t\u1ea3i v\u1ec1.<\/p>\n

    C\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn retention rate<\/h2>\n

    T\u1ef7 l\u1ec7 retention c\u1ee7a m\u1ed9t doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n ch\u1ecbu t\u00e1c \u0111\u1ed9ng t\u1eeb nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau. Vi\u1ec7c nh\u1eadn di\u1ec7n r\u00f5 c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y gi\u00fap doanh nghi\u1ec7p hi\u1ec3u nguy\u00ean nh\u00e2n v\u00ec sao kh\u00e1ch h\u00e0ng r\u1eddi b\u1ecf ho\u1eb7c ti\u1ebfp t\u1ee5c g\u1eafn b\u00f3.<\/p>\n

    Ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5<\/strong>: \u0110\u00e2y l\u00e0 n\u1ec1n t\u1ea3ng quan tr\u1ecdng nh\u1ea5t. N\u1ebfu s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ho\u1eb7c d\u1ecbch v\u1ee5 k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng, kh\u00e1ch h\u00e0ng kh\u00f3 c\u00f3 l\u00fd do \u0111\u1ec3 quay l\u1ea1i. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb s\u1eed d\u1ee5ng cao s\u1ebd t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh r\u00f5 r\u1ec7t.<\/p>\n

    Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i<\/strong>: Kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u1edf l\u1ea1i l\u00e2u d\u00e0i khi \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 nhanh ch\u00f3ng, chu \u0111\u00e1o v\u00e0 \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 sau mua h\u00e0ng. M\u1ed9t tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 g\u1eafn k\u1ebft b\u1ec1n v\u1eefng, trong khi ch\u1ec9 m\u1ed9t tr\u1ea3i nghi\u1ec7m ti\u00eau c\u1ef1c c\u0169ng c\u00f3 th\u1ec3 khi\u1ebfn h\u1ecd r\u1eddi \u0111i.<\/p>\n

    M\u1ee9c \u0111\u1ed9 c\u00e1 nh\u00e2n h\u00f3a<\/strong>: Khi doanh nghi\u1ec7p c\u00f3 th\u1ec3 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m \u0111\u01b0\u1ee3c \u201cthi\u1ebft k\u1ebf ri\u00eang\u201d cho t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng, h\u1ecd s\u1ebd c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c quan t\u00e2m v\u00e0 c\u00f3 xu h\u01b0\u1edbng g\u1eafn b\u00f3 l\u00e2u h\u01a1n. V\u00ed d\u1ee5, email ch\u0103m s\u00f3c c\u00e1 nh\u00e2n h\u00f3a hay \u01b0u \u0111\u00e3i d\u00e0nh ri\u00eang gi\u00fap t\u0103ng \u0111\u00e1ng k\u1ec3 t\u1ef7 l\u1ec7 retention.<\/p>\n

    \u00c1p l\u1ef1c c\u1ea1nh tranh v\u00e0 gi\u00e1 c\u1ea3<\/strong>: S\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a nhi\u1ec1u \u0111\u1ed1i th\u1ee7 c\u00f9ng cung c\u1ea5p s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 v\u1edbi m\u1ee9c gi\u00e1 c\u1ea1nh tranh khi\u1ebfn kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng thay \u0111\u1ed5i l\u1ef1a ch\u1ecdn. N\u1ebfu doanh nghi\u1ec7p kh\u00f4ng t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u1ec7t, retention s\u1ebd b\u1ecb \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp.<\/p>\n

    Kh\u1ea3 n\u0103ng \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m<\/strong>: Nhu c\u1ea7u kh\u00e1ch h\u00e0ng lu\u00f4n thay \u0111\u1ed5i, do \u0111\u00f3 s\u1ea3n ph\u1ea9m c\u1ea7n li\u00ean t\u1ee5c c\u1ea3i ti\u1ebfn v\u00e0 c\u1eadp nh\u1eadt. S\u1ef1 thi\u1ebfu \u0111\u1ed5i m\u1edbi khi\u1ebfn kh\u00e1ch h\u00e0ng nhanh ch\u00f3ng c\u1ea3m th\u1ea5y nh\u00e0m ch\u00e1n v\u00e0 t\u00ecm \u0111\u1ebfn c\u00e1c l\u1ef1a ch\u1ecdn thay th\u1ebf.<\/p>\n

    C\u00e1ch c\u1ea3i thi\u1ec7n retention hi\u1ec7u qu\u1ea3<\/h2>\n

    \u0110\u1ec3 n\u00e2ng cao t\u1ef7 l\u1ec7 retention, doanh nghi\u1ec7p c\u1ea7n tri\u1ec3n khai nh\u1eefng gi\u1ea3i ph\u00e1p \u0111\u1ed3ng b\u1ed9, t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m v\u00e0 s\u1ef1 g\u1eafn k\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c bi\u1ec7n ph\u00e1p n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap duy tr\u00ec m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i m\u00e0 c\u00f2n g\u00f3p ph\u1ea7n t\u0103ng tr\u01b0\u1edfng doanh thu b\u1ec1n v\u1eefng.<\/p>\n

    N\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/strong>: Doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u01b0\u1eddng xuy\u00ean kh\u1ea3o s\u00e1t m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng, ph\u00e2n t\u00edch h\u00e0nh tr\u00ecnh mua s\u1eafm v\u00e0 x\u1eed l\u00fd k\u1ecbp th\u1eddi c\u00e1c \u0111i\u1ec3m g\u00e2y kh\u00f3 ch\u1ecbu. M\u1ed9t tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch, thu\u1eadn ti\u1ec7n v\u00e0 t\u00edch c\u1ef1c s\u1ebd khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng quay l\u1ea1i nhi\u1ec1u l\u1ea7n.<\/p>\n

    \u1ee8ng d\u1ee5ng CRM v\u00e0 c\u00e1 nh\u00e2n h\u00f3a d\u1ecbch v\u1ee5<\/strong>: H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM) gi\u00fap l\u01b0u tr\u1eef d\u1eef li\u1ec7u, ph\u00e2n t\u00edch h\u00e0nh vi v\u00e0 \u0111\u01b0a ra g\u1ee3i \u00fd c\u00e1 nh\u00e2n h\u00f3a. C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ch\u0103m s\u00f3c theo t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 nh\u01b0 email t\u1ef1 \u0111\u1ed9ng, \u01b0u \u0111\u00e3i sinh nh\u1eadt hay g\u1ee3i \u00fd s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p \u0111\u1ec1u l\u00e0m t\u0103ng m\u1ee9c \u0111\u1ed9 g\u1eafn k\u1ebft.<\/p>\n

    Loyalty programs v\u00e0 chi\u1ebfn d\u1ecbch gi\u1eef ch\u00e2n<\/strong>: Th\u1ebb th\u00e0nh vi\u00ean, t\u00edch \u0111i\u1ec3m, \u01b0u \u0111\u00e3i \u0111\u1ed9c quy\u1ec1n hay ch\u01b0\u01a1ng tr\u00ecnh gi\u1edbi thi\u1ec7u b\u1ea1n b\u00e8 l\u00e0 nh\u1eefng c\u00e1ch ph\u1ed5 bi\u1ebfn \u0111\u1ec3 t\u0103ng s\u1ef1 g\u1eafn b\u00f3. Khi kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i \u00edch l\u00e2u d\u00e0i, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

    Ph\u00e2n t\u00edch cohort v\u00e0 A\/B testing<\/strong>: Cohort analysis gi\u00fap theo d\u00f5i h\u00e0nh vi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng theo th\u1eddi gian, t\u1eeb \u0111\u00f3 nh\u1eadn di\u1ec7n v\u1ea5n \u0111\u1ec1 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh k\u1ecbp th\u1eddi. A\/B testing l\u1ea1i h\u1ed7 tr\u1ee3 ki\u1ec3m nghi\u1ec7m nhi\u1ec1u gi\u1ea3i ph\u00e1p kh\u00e1c nhau, t\u00ecm ra ph\u01b0\u01a1ng \u00e1n t\u1ed1i \u01b0u \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

    C\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 li\u00ean t\u1ee5c<\/strong>: \u0110\u1ed5i m\u1edbi, c\u1eadp nh\u1eadt t\u00ednh n\u0103ng v\u00e0 gia t\u0103ng gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m gi\u00fap duy tr\u00ec h\u1ee9ng th\u00fa c\u1ee7a kh\u00e1ch h\u00e0ng. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u li\u00ean t\u1ee5c mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m m\u1edbi m\u1ebb s\u1ebd kh\u00f3 b\u1ecb thay th\u1ebf b\u1edfi \u0111\u1ed1i th\u1ee7.<\/p>\n

    C\u00e1c ch\u1ec9 s\u1ed1 li\u00ean quan \u0111\u1ebfn retention<\/h2>\n

    \u0110\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 d\u1ef1a v\u00e0o retention rate m\u00e0 c\u1ea7n k\u1ebft h\u1ee3p nhi\u1ec1u ch\u1ec9 s\u1ed1 kh\u00e1c. Vi\u1ec7c ph\u00e2n t\u00edch t\u1ed5ng th\u1ec3 gi\u00fap nh\u1eadn di\u1ec7n ch\u00ednh x\u00e1c t\u00ecnh tr\u1ea1ng kinh doanh v\u00e0 \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u.<\/p>\n

    So s\u00e1nh retention rate v\u1edbi churn rate<\/strong>: Retention rate th\u1ec3 hi\u1ec7n t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng duy tr\u00ec s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, trong khi churn rate (t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf) cho bi\u1ebft s\u1ed1 kh\u00e1ch h\u00e0ng ng\u1eebng s\u1eed d\u1ee5ng trong m\u1ed9t giai \u0111o\u1ea1n. Hai ch\u1ec9 s\u1ed1 n\u00e0y b\u1ed5 sung cho nhau, t\u1ea1o ra b\u1ee9c tranh to\u00e0n di\u1ec7n v\u1ec1 kh\u1ea3 n\u0103ng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

    Li\u00ean h\u1ec7 retention v\u1edbi CLV (Customer Lifetime Value)<\/strong>: CLV \u0111o l\u01b0\u1eddng t\u1ed5ng gi\u00e1 tr\u1ecb m\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng mang l\u1ea1i cho doanh nghi\u1ec7p trong su\u1ed1t v\u00f2ng \u0111\u1eddi quan h\u1ec7. T\u1ef7 l\u1ec7 retention c\u00e0ng cao th\u00ec CLV c\u00e0ng l\u1edbn, b\u1edfi kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 l\u00e2u h\u01a1n, chi ti\u00eau nhi\u1ec1u h\u01a1n v\u00e0 mang l\u1ea1i l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh.<\/p>\n

    C\u00e1c KPI h\u1ed7 tr\u1ee3 theo d\u00f5i retention<\/strong>: Ngo\u00e0i retention rate, doanh nghi\u1ec7p c\u00f3 th\u1ec3 quan t\u00e2m \u0111\u1ebfn Net Promoter Score (NPS), Average Revenue Per User (ARPU) ho\u1eb7c Customer Satisfaction Score (CSAT). \u0110\u00e2y l\u00e0 nh\u1eefng ch\u1ec9 s\u1ed1 gi\u00fap \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng, l\u00f2ng trung th\u00e0nh v\u00e0 kh\u1ea3 n\u0103ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u cho ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

    Kh\u1ea3 n\u0103ng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 then ch\u1ed1t \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng kinh doanh. Vi\u1ec7c n\u1eafm r\u00f5 retention l\u00e0 g\u00ec<\/strong> gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n d\u00e0i h\u1ea1n, t\u1ed1i \u01b0u chi ph\u00ed v\u00e0 n\u00e2ng cao gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng. Khi t\u1ef7 l\u1ec7 retention \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 gia t\u0103ng doanh thu m\u00e0 c\u00f2n t\u1ea1o d\u1ef1ng \u0111\u01b0\u1ee3c s\u1ef1 g\u1eafn k\u1ebft m\u1ea1nh m\u1ebd v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u1edf ra nhi\u1ec1u c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng t\u00edch c\u1ef1c.<\/p>\n

    Tr\u00ed Nh\u00e2n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

    Kh\u00e1ch h\u00e0ng quay l\u1ea1i nhi\u1ec1u l\u1ea7n th\u01b0\u1eddng mang \u0111\u1ebfn gi\u00e1 tr\u1ecb cao h\u01a1n r\u1ea5t nhi\u1ec1u so v\u1edbi nh\u1eefng giao d\u1ecbch ng\u1eafn h\u1ea1n. Doanh nghi\u1ec7p n\u00e0o …<\/p>\n","protected":false},"author":59,"featured_media":11257,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-11256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-kinh-te"],"_links":{"self":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts\/11256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/users\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/comments?post=11256"}],"version-history":[{"count":3,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts\/11256\/revisions"}],"predecessor-version":[{"id":17291,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts\/11256\/revisions\/17291"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/media\/11257"}],"wp:attachment":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/media?parent=11256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/categories?post=11256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/tags?post=11256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}