VIETNAM GENERAL CONFEDERATION OF LABOUR
TON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION
FINAL REPORT
CUSTOMER RELATIONSHIP MANAGEMENT
BUILD A CUSTOMER RELATIONSHIP
MANAGEMENT STRATEGY FOR XANH SM
Group: HYPERSTELLAR
Instructor : Hoang Kim Chuong
HCMC, June 10
INTRUCTOR’S REVIEW
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MEMBER ASSESSMENT TABLE
No Student’s Name Student ID Contribution (%)
1 Nguyễn Thuỵ Quế Anh 721H0005 100%
2 Lương Nguyễn Huệ Chi 721H0651 100%
3 Lâm Mỹ Hoa 721H0656 100%
4 Lê Thị Xuân Hương 721H0033 100%
5 Mã Bảo Như 721H0097 100%
6 Võ Ngọc Thư 721H0676 100%
7 Võ Thị Thanh Tâm 721H0673 100%
8 Trương Nhã Uyên 721H0153 100%
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TABLE OF CONTENTS
1. New CRM development (DeLoitte case study) ....................................................... 6
1.1. Customer relationship management (CRM) and the importance of CRM in
modern business ......................................................................................................... 6
1.2. Case study of Deloitte ......................................................................................... 8
1.3. Analysis of the new develop situation of CRM .................................................. 9
2. About Xanh SM ..................................................................................................... 10
2.1. Introducing Xanh SM ........................................................................................ 10
2.2. SWOT analysis of Xanh SM ............................................................................. 12
3. Building a CRM strategy for Xanh SM ................................................................ 14
3.1. CRM objective .................................................................................................. 14
3.2. Action plan ........................................................................................................ 14
4. Conclusion ............................................................................................................ 21
REFERENCES ............................................................................................................. 22
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LIST OF FIGURES
Figure 1 Types of CRM systems (Source: sumatosoft) ................................................. 6
Figure 2 Logo of Xanh SM .......................................................................................... 10
Figure 3 Xanh SM driver is considered by many users to have a professional attitude
and service style ........................................................................................................... 11
Figure 4 Some feedback from customers who have experienced Xanh SM service ... 11
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1. New CRM development (DeLoitte case study)
1.1. Customer relationship management (CRM) and the importance of CRM in
modern business
1.1.1. Definition of CRM
CRM is the core business strategy that integrates internal processes and functions, and
external networks, to create and deliver value to targeted customers at a profit. It is
grounded on high quality customer-related data and enabled by information technology.
There are 4 types of CRM:
− Strategic CRM is a core customer-centric business strategy that aims at winning
and keeping profitable customers.
− Operational CRM focuses on the automation of customer-facing processes such
as selling, marketing and customer service.
− Analytical CRM focuses on the intelligent mining of customer-related data for
strategic or tactical purposes.
− Collaborative CRM applies technology across organizational boundaries with a
view to optimizing company, partner and customer value.
Figure 1 Types of CRM systems (Source: sumatosoft)
1.1.2. The importance of CRM in modern business
CRM helps modern businesses improve customer relationships, leading to:
− Increased customer satisfaction and loyalty
− Improved reputation and sales
− A better understanding of customers
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− More efficient communication and service
− Increased profitability
Especially for firms operating within the transport and logistics space, there are a set of
specific advantages. These are some of the top benefits of CRM implementation for
Logistics Service Providers (LSPs):
− Improved Customer Service:
+ Faster resolution: CRM provides a knowledge base for agents and tracks
communication history, allowing for quicker problem-solving.
+ Accurate service: Prioritisation based on SLAs ensures customers
receive the agreed-upon level of support.
+ Reduced workload: Automation of tasks like assigning inquiries frees up
agents for complex issues.
+ Improved communication: Regular updates keep customers informed
throughout the process.
− Enhanced Customer Experience:
+ Self-service options: Knowledge base empowers customers to find
answers to common questions.
+ Faster issue resolution: Agents can access relevant information and
efficiently handle inquiries.
+ Improved communication: Regular updates keep customers informed
about their shipment status.
+ Increased trust: Consistent case ownership fosters trust between
customers and support agents.
− Data-Driven Marketing and Sales:
+ Targeted campaigns: CRM helps segment customers and personalise
marketing content for better results.
+ Performance tracking: Measure campaign effectiveness and identify
high-performing services.
+ Lead management: Track leads from various channels and prioritise
follow-up for repeat business.
+ Customer insights: Gain feedback to predict revenue, identify profitable
customers, and optimise services.
− Simplified Quoting and Data Management:
+ Streamlined quoting: CRM simplifies the process and ensures accurate
pricing, including taxes and levies.
+ Renewal reminders: Prevent missed revenue opportunities by reminding
sales teams about contract renewals.
+ Profitable quotes: Analyse quotes based on financial factors to ensure
profit goals are met.
+ Centralised data: Access customer information, transaction history, and
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delivery details in one place.
+ Data-driven decisions: Generate reports to analyse service performance
and identify areas for improvement.
1.2. Case study of Deloitte
About Deloitte
Deloitte is a global professional services network, providing audit, consulting, financial
advisory, risk management, and tax services to clients worldwide. With 175 years of
hard work and commitment to making a real difference, Deloitte organization has grown
in scale and diversity, a presence in over 150 countries and territories, Deloitte serves
four out of five Fortune Global 500 companies. The firm's extensive network and
multidisciplinary approach enable it to offer comprehensive solutions to the most
challenging business issues, fostering innovation and excellence in every engagement.
Deloitte is renowned for its commitment to quality and its ability to adapt to the
changing needs of the market, ensuring that clients receive the most relevant and
effective services.
1.2.1. Deloitte's case study summary
Nowadays, many organizations have not properly defined or quantified the importance
of customer service to their business, even though customers are core to their operations.
However, the value of many companies lies in their relationship capital with their
customers. The strategy of bonding and taking care of customers needs to be considered
and prioritized in the process of business strategy planning, aiming to build trust and a
long-term connection between parties. Therefore, it's crucial for every business or
organization to have strategies to build strong customer relationships. That also serves
as the primary purpose of this case study, which was to demonstrate the critical
importance of having a robust customer service strategy for organizations (B2C, B2B,
and B2E).
Generally, Deloitte’s case study underscores the vital importance of a well-defined
customer service strategy in driving customer relationships, operational efficiency, and
business growth. Outline several opportunities for organizations to improve their
customer service capabilities and delivery. The study highlights that the value of many
organizations is in their relationship capital with customers and that investing in
customer service is an 'offer you can't refuse'. Therefore, it mentioned six key
opportunities, such as embracing advanced technologies (chatbots and generative AI),
optimizing channel mix, and prioritizing both customer and employee experiences, data
utilization, organizations can unlock significant value and gain a competitive edge,
ultimately driving long-term success.
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1.3. Analysis of the new develop situation of CRM
Based on the Deloitte case study, we find out some key developing changes and new
opportunities in CRM compared to previous approaches include:
❖ Integrating new technologies into CRM - Leveraging generative AI
technologies:
In the era of technological and digital explosion, AI software like Chat GPT, Gemini,
or Copilot quickly dominates the market with hundreds of millions of users, offering
many opportunities for many organisations in developing their businesses, including
CRM strategies. Due to the comprehensive, intelligent, and automated capabilities of
Generative AI, along with precise data analytics, it brings numerous significant benefits
to both users and businesses.
The case study highlights the transformative potential of generative AI like ChatGPT
for customer service applications like chatbots, voicebots, call summarization, and
providing better data-driven insights. This is a major new technological shift from
traditional CRM systems.
❖ Channel optimization strategies:
Rather than offering all possible channels, the study recommends defining preferred
channels for different customer segments to optimize investments and steer customers
accordingly. This is a shift from just having a presence across all channels.
❖ Focus on "first time right" resolution:
Deloitte's research showed that reducing the number of systems agents needed to access
could enhance efficiency and customer satisfaction. Training agents to use these
systems effectively and incentivizing them to get it right the first time was a strategic
priority. This is a better improvement, compared to the previous situation where
customer requests for advice or requests needed to go through a complicated process.
❖ Leveraging data for new services:
As customer behaviour becomes more complex and their power increases, CRM
strategies are developed by managers to provide businesses with a more objective and
deeper understanding of customer needs and desires. Therefore, the continuous
evolution of customer behaviour enhances the value and role of CRM in any business's
operations. Effective and consistent CRM strategies should focus on collecting and
analysing customer data to personalise customer experiences. Additionally, using
insights from increased customer engagement to identify opportunities for new value-
added service offerings, strive to provide supportive services that meet their needs,
rather than just supporting existing products.
❖ Scaling with technology flexibility:
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The case study highlights that modern service technologies now offer much more
flexibility to scale up customer service operations. Taking advantage of more flexible
service technologies to achieve economies of scale and make customer service an
investment area versus just a cost center.
❖ Strategic alignment of service model:
Developing a comprehensive customer service strategy aligned with overall
commercial goals, rather than just an operational service function.
So in essence, the changes revolve around using new AI capabilities, optimizing
channels, improving first-contact resolution, leveraging data better, making services
revenue generators, and aligning service strategies with overarching business
objectives. This represents an evolution from viewing customer service as just a support
cost center.
2. About Xanh SM
2.1. Introducing Xanh SM
2.1.1. Xanh SM
Xanh SM is the first pure electric vehicle booking service brand in Vietnam. Xanh SM
operates in two main areas: electric car rental and ride-hailing services.
Figure 2 Logo of Xanh SM
Xanh SM is Vietnam's first all-electric vehicle booking service, providing different
travel experiences, including standard taxi service Xanh SM Taxi, premium taxi service
Xanh SM Luxury, etc. Xanh SM Bike and Green Express Super Speed Delivery are
also part of the company's offerings, providing electric motorbike rental and delivery
services. The special thing in Xanh SM's services is that their services operate entirely
on electric cars and VinFast electric motorbikes, which are a generation of vehicles with
no gasoline smell, no engine noise, good for users' health and friendly to the
environment.
2.1.2. Target customer
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In terms of target customers, Xanh SM targets students and office workers, living in
rapidly developing urban areas. The common point of this segment is their daily
transportation needs from work, school to entertainment activities. They may have
behaviors that are familiar with online ride-hailing activities, are sensitive to technology
and are ready to experience new services.
When launching, global GSM leaders set the goal of "number 1 in the hearts of
customers". With a team of well-trained and professional drivers following the principle
of dedicated service, Xanh SM is committed to providing 5-star service quality to users.
And in reality, after 2 months of operation, Xanh SM has reached more than 1 million
rides. After 7 months, Xanh SM ranked 2nd in the ride-hailing service market in
Vietnam and currently, Xanh SM records serving more than 50 million customers after
only one year.
Figure 3 Xanh SM driver is considered by many users to have a professional attitude
and service style
It can be said that Xanh SM's success today is not only due to its modern vehicles with
advanced technology, but also due to their great customer service.
Figure 4 Some feedback from customers who have experienced Xanh SM service
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2.2. SWOT analysis of Xanh SM
Table 1 SWOT analysis of Xanh SM
STRENGTHS WEAKNESSES
● Strong brand reputation. ● Limited brand recognition.
● Pioneer in the field of electric ● Lack of competitive pricing
vehicles. advantage compared to rivals.
● Access to advanced foreign ● Insufficient charging stations for
technology. electric vehicles.
● Good service quality and
professional staff.
● Positive brand image with Eco-
friendly services.
OPPORTUNITIES THREATS
● Strong development of the ride- ● Fierce competition in the market.
hailing market in Vietnam. ● High investment and repair costs.
● Green consumption trend. ● Changing customer behaviour.
● The development of technology. ● Rapid changes in technology.
● Potential for expanding service
portfolio.
● Potential to expand into
international markets.
2.2.1. Strengths
Strong brand reputation: Xanh SM inherits the brand from Vingroup - the leading
conglomerate in Vietnam with a strong financial potential, a wide operating network
across the country, and a large number of loyal customers.
Pioneer in the field of electric vehicles: Xanh SM is the first taxi company in Vietnam
to use 100% electric vehicles, contributing to environmental protection and towards
sustainable development. This helps them attract great interest from potential
customers.
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Access to advanced foreign technology: Thanks to having abundant financial
resources, Xanh SM is invested in a good technical foundation, creating advantages in
developing technology and utilities.
Good service quality and professional staff: Xanh SM provides a fleet of high-quality,
safe and environmentally friendly electric vehicles, its booking application is integrated
with many modern, easy-to-use features. Xanh SM also focuses on building
professional, dedicated customer service.
Positive brand image with Eco-friendly services: Commitment to social responsibility
with Eco-friendly services creates a positive image.
2.2.2. Weaknesses
Limited brand recognition: Xanh SM entered the online taxi market later than major
competitors such as Grab, Gojek, and Be. It also does not have a widespread presence
in all cities and provinces across the country, resulting in not
Lack of competitive pricing advantage compared to rivals: GSM has slightly higher
fares than traditional taxi services like Vinasun and MaiLinh, but is pricier than tech-
based services like Be and Grab, despite having newer, more stylish, cleaner, and better-
serviced vehicles. However, some customers prioritise affordability, speed, and safety
over luxury and service. Meanwhile, Xanh SM also doesn’t yet have many promotional
programs for loyal customers.
Insufficient charging stations for electric vehicles: Xanh SM's electric vehicle
charging station system has not yet been widely built, so there are still many limitations
in accessing areas outside the city centre.
2.2.3. Opportunities
Strong development of the ride-hailing market in Vietnam: This is a great opportunity
for Xanh SM because Vietnamese people's demand is increasing, ride-hailing services
are gradually replacing traditional taxis.
Green consumption trend: Consumers are increasingly interested in environmentally
friendly products and services, creating great opportunities for SM to expand market
share.
The development of technology: Technological advancements provide opportunities
for product innovation
Potential for expanding service portfolio: Xanh SM can expand into other services
such as electric car rental, food delivery, freight transportation,... to increase revenue
and profits.
Potential to expand into international markets: SM can expand operations into
international markets, where there is high demand for sustainable products and services.
2.2.4. Threats
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Fierce competition in the market: Fierce competition from technology and traditional
taxi companies
High investment and repair costs: building, operating and maintaining charging
stations are extremely expensive, each station costs billions of dong to build and
hundreds of millions to maintain each month. Besides, electric vehicle battery prices
are currently high, repair costs are expensive and may affect Xanh SM's profits.
Changing customer behaviour: Market changes, including economic and social
factors... can affect customer needs and behaviour, creating challenges for maintaining
and expanding a wide customer base.
Rapid changes in technology: Technology continues to change rapidly, requiring Xanh
SM to constantly update and innovate so as not to face the risk of being left behind
compared to competitors.
3. Building a CRM strategy for Xanh SM
3.1. CRM objective
The CRM goals we set in the CRM strategic plan for Xanh SM are to focus on:
❖ Improving customer service
❖ Increasing customer retention
❖ Expanding new customer base
3.2. Action plan
In a market with moderate to high, or even intense competition, maintaining and
enhancing customer relationships through improving their experiences with the firm
becomes extremely important. With the objectives we set above, here are the strategies
we proposal to Xanh SM:
❖ Improving customer service
Xanh SM can utilise smart technology features like AI to manage customer database,
analyze and predict future customer needs so that they can strengthen customer
relationships in various aspects of customer service, such as:
− Implement a centralized customer database to store and manage customer
information, interactions, preferences, and purchase history. For example, based
on historical data about which locations customers usually place, suggest moving
suggestions, avoiding the inconvenience of having to re-enter the address many
times.
− Integrate the database with various touchpoints such as the website, mobile
app,... to capture customer data from multiple sources.
− Integrating chatbots or virtual assistants to address inquiries instantly
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By leveraging valuable customer insights and intelligent CRM software systems,
businesses can control and improve the customer interaction journey.
Realizing that the booking and handling process still has many shortcomings, leading
to a high risk of trip cancellation and difficulties in connecting between drivers and
customers. This situation may stem from problems as follows:
• Long waiting time: Customers have urgent schedules, don't have much time, and
want to receive quick service, but too long waiting times or complicated
processing processes can make them decide to cancel the trip.
• Drivers move in the wrong direction, going around with incorrect positioning,
making both customers and drivers tired and wasting time.
• The location of the pick-up/drop-off point is unclear. Even though the
customer has chosen the pick-up or drop-off address according to the navigation
map on the system, the driver cannot find it, or the location displayed on the
driver's map is different from the customer's location.
• The driver requested to cancel the trip due to automatic trip assignment, even
though the location of the driver and the customer is not convenient or the fare
is low even though the distance is quite far. This reduces customer satisfaction
when they have to wait a long time to find a driver but then have to book the car
again from the beginning.
Although current car booking software already provides customers with necessary and
detailed information about the driver, the car, the time the driver arrives at the pick-up
point, the expected travel time, or tracking the driver's location. In real time, unexpected
flight cancellations and complaints still occur. This shows that the car booking process
in particular and the car technology system in general are still not optimal.
Therefore, we propose several solutions that Xanh SM can consider implementing to
optimize the booking process and improve customer experience, including:
• Improved positioning map system: updating and optimizing the positioning
map to minimize errors in determining pick-up and drop-off locations.
• Upgrading positioning technology: Combining modern AI, GPS technology,
and real-time traffic data to accurately determine the customer's location and
connect with the driver in the most convenient location.
• Allow customers to schedule a booking: Customers can book a vehicle a
certain amount of time in advance for the SM Xanh system to process and
arrange a driver to be present on time, thereby minimizing the risk of not being
able to book or often canceling trips in case of urgent schedules.
• More accurately predict waiting time: Combine AI and big data technology to
predict the time the driver will arrive at the pick-up point most accurately. The
estimated time displayed to customers must be predicted based on many
objective factors, such as the driver's current location, traffic conditions,...
• Driver service attitude: improve the quality of driver selection and training
more systematically and professionally. Drivers need to ensure criteria such as
using navigation systems effectively, having skills in using technology,
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understanding the traffic system, roads, and local locations, and avoiding moving
in the wrong direction.
To continuously enhance customer experience and innovation, Xanh SM should
strengthen customer consulting and response support tools and limit customers'
complaints because their requests take too long to process by reducing response time,
such as:
• Upgrading the customer care switchboard by expanding the recruitment of
more hotline and fanpage staff. This will ensure there are enough human
resources to man the phone line and answer customer messages on the fanpage,
ensuring timely and immediate customer support.
• Providing 24/7 customer support: Customers today expect to receive a
seamless service experience or immediate and quick responses. Therefore, in
addition to human resources, Xanh SM should apply smart chatbot and voicebot
tools to provide service information and support customers in the booking and
transportation processes.
• Providing a multi-channel support system: Combining a variety of customer
support channels such as a hotline, email, live chat on mobile applications, or
social networks (Fanpage on Facebook, Zalo, etc.). Multi-channel support can
help customers easily reach and communicate, as well as ensure businesses can
interact with and receive feedback from customers in a timely manner. However,
implementing a multi-channel support system needs to ensure appropriate
allocation of financial and human resources for each channel's characteristics to
improve the quality of customer care service.
• Customer Relationship Management Solution: Implement call management
and customer relationship management features to store customer information
and their booking history, then monitor and automate request classification and
processing, thereby shortening customer waiting time. Specifically, Xanh SM
should apply modern technologies to handle simple, pre-programmed tasks to
help employees focus on handling more complex customer requests or
complaints. Through CRM, multi-channel support services will also be
consistently managed and controlled from a single system to ensure seamless
connections and transitions in interacting with customers.
Simplifying and optimizing processes: Businesses should ditch manual processes and
leverage technology for faster, more comprehensive booking and customer service.
Instead, Xanh SM should review and simplify the cumbersome and unnecessary steps
in the booking process or customer request handling.
❖ Comprehensive employee training plan
In the case study, we applied Deloitte’s experience that prioritises where human
interaction is essential and invests in training service agents to handle these interactions
effectively. Therefore, we will continuously train employees on communication and
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problem-solving skills because a positive employee experience was linked directly to
delivering a great customer experience. Specifically, we will:
− Develop a training program focused on communication, situation handling, and
problem-solving skills
− Organize training sessions and workshops for all customer service employees
− Evaluate training effectiveness through surveys and customer feedback
− Motivating employees
And the program plan for training and developing the quality of service staff will be as
follows:
Develop a comprehensive training program
Equipping employees with comprehensive knowledge, information, and skills
necessary to perform their duties effectively and professionally, we educate with the A-
S-K-H skill set:
• Attitude: Training on the importance of a positive attitude and how to
demonstrate it at work. Xanh SM service staff need to have a positive,
enthusiastic attitude and be willing to assist customers. This reflects dedication
and enthusiasm, contributing to a positive customer experience.
• Skills: Training on effective communication skills, including active listening,
empathy, and clear messaging. Employees will also learn how to handle
situations and solve problems through practical exercises and simulations.
• Knowledge: Employees need to be well-versed in Xanh SM's products and
services, including features of VinFast electric vehicles and related services
such as Xanh SM Taxi, Xanh SM Luxury, and Xanh SM Bike. For example,
employees should be knowledgeable about the benefits of electric vehicles,
such as no gasoline smell, no engine noise, and being environmentally friendly,
when customers request information about the brand.
• Habits: Building professional and efficient work habits in all situations. This
includes maintaining organization, discipline, and consistency in daily tasks.
Organize training sessions and workshops for all customer service employees
To enhance skills and service quality, ensuring continuous improvement and sustained
competency. The following are the contents of better service staff training we deploy:
• Interactive workshops: Conduct quarterly workshops combined with both in-
person and online training sessions, and periodic competency assessments
every 3 to 6 months. Provide comprehensive training and skill practice through
simulated scenarios.
• Scenario-Based Training: Utilize specific real-life scenarios that may occur and
standard handling approaches, such as:
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+ Scenario 1: A customer is dissatisfied with the quality of the vehicle or
service due to a previous bad experience.
+ Scenario 2: Handling issues related to bookings, ride cancellations, and
customer feedback on the electric vehicle experience.
+ Scenario 3: Unexpected issues and their resolution, such as a customer
requesting to exceed speed limits due to urgency.
• Align training content with Xanh SM’s strategic goals: Ensure that training
sessions reflect the company’s latest business strategies and priorities, such as
promoting eco-friendly transportation.
• CRM system training: Regular updates and training on the CRM system to
ensure employees are proficient in using it to enhance customer interactions.
Evaluate training effectiveness through surveys and customer feedback
The objective is to assess and evaluate the effectiveness of training and service quality.
Implementation content:
• Knowledge and skill assessments: Conduct regular assessments to evaluate the
knowledge and skills acquired during training. This ensures that all employees
are well-prepared to handle real-world situations effectively.
• Internal quality audits: Assign training department staff and internal auditors to
anonymously use Xanh SM services. This helps in testing, evaluating, and
ensuring that high service standards are consistently maintained and that the
training is effective.
• Surveys for feedback: Utilise surveys to gather feedback from customers. This
will help measure customer satisfaction, identify areas for improvement.
Motivating Employees
Xanh SM should create a positive, dynamic work environment, boost employee morale,
and encourage long-term commitment to the company.
• Employee Feedback: Regularly gather feedback from employees about the
training program and make necessary adjustments to better meet their needs.
• 24/7 Support: Set up a support hotline and 24/7 on-call app staff so drivers can
contact them anytime they encounter issues, providing support anytime,
anywhere, on every route.
• Recognition Activities: These can include various awards such as:
+ "Xanh SM Star of the Month": To recognize outstanding contributions in
customer service.
+ Performance Bonuses: Provide monetary rewards or special allowances
for employees who meet or exceed performance targets.
• Team Building Activities: Organize extracurricular activities, celebration parties
to enhance team cohesion and spirit, such as:
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+ “Xanh SM Day”: An annual event to celebrate the company’s
achievements and honour employee contributions.
+ Team building trips: Outings or sports activities to foster unity and
interaction among employees.
By implementing this comprehensive training and development plan, Xanh SM will
ensure that employees are equipped with the necessary skills, knowledge, and attitudes
to provide excellent customer service. Continuous training, effective evaluation, and
motivational activities will help create a positive work environment, enhance employee
satisfaction, and encourage long-term commitment to the company. Ensuring close
alignment between the business and its employees will facilitate the consistent and
effective implementation of the CRM system. This will enhance customer satisfaction
and drive the success of Xanh SM’s services.
❖ Increase loyal customers rate
To deploy specific CRM activities for Xanh SM to maintain loyal customers, we can
apply the following strategies:
• Avoid price increases at peak times
+ Deploy AI solutions to predict customer needs and adjust prices
appropriately, helping to avoid sudden price increases. For example, AI
can analyze historical data and forecast peak times to prepare appropriate
pricing strategies in advance.
+ Automate customer service: Leverage AI chatbots to reduce costs and
optimize customer service.
• Develop customer loyalty program (Loyalty Program)
+ Register for a membership card: Customers can register for a membership
card with specific benefits such as special discounts, priority booking
during peak times, and participation in membership-only promotions.
+ Preferential service packages: Create service packages with preferential
prices specifically for pupils, students and office staff. For example:
- Student Packages: Special discounts on city trips on weekdays.
- Office worker package: Discounts on trips during morning and
afternoon rush hours.
+ Accumulated points: After each trip, customers will accumulate reward
points. These points can be converted into other benefits such as:
Discount for the next trip or discount vouchers for other services of Xanh
SM
• Provide personalized service
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+ Personalize the service user interface: Provide customers with pre-
designed templates so they can customize the user interface according to
personal preferences. Xanh SM can prepare a collection of different
designs for customers to choose and customize. Allowing customers to
customize the service interface will bring a more personalized experience,
helping them feel appreciated and more connected to the SM Xanh brand.
+ Happy birthday message: On the customer's birthday month, Xanh SM
will send a wishing message with a special birthday gift (Xanh SM
helmet, raincoat,...).
• Service Priority: Xanh SM may provide service priority to loyalty program
members. For example, they may receive faster support or service first than other
customers.
• In addition, Xanh SM can implement a customer survey and feedback program:
+ Periodic surveys: Send brief surveys to customers after each trip to gather
feedback and improve service.
+ Feedback reward program: Customers who participate in the survey will
be awarded reward points or discount vouchers.
These activities will help Xanh SM build strong relationships with customers, providing
positive experiences and encouraging loyalty.
❖ Expand new customer base
To enhance the presence and development of Xanh SM, expanding the new customer
base is an important strategic step. To expand new customer files for Xanh SM, we can
deploy specific CRM activities as follows:
• Customer referral program
+ Referral incentive: Current customers can refer friends and colleagues to
use Xanh SM's services. When the referred person completes their first
trip, both the referrer and the referred person will receive a reward, which
can be bonus points or a discount voucher.
+ Create personal referral code: Each customer will have a unique referral
code to share with friends. This makes it easy to track and reward referrers
when the code is used.
• Build marketing campaigns focused on target markets:
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+ Online advertising: Use Google Ads, Facebook Ads, and Instagram Ads
to reach students and office workers. Create attractive advertisements,
targeting the needs and interests of each target group.
+ Email marketing: Collect emails from potential customers and send
periodic newsletters with information about new services, promotions and
exciting news from Xanh SM.
• Setting discount service packages for new customers: Create discount service
packages for new customers like, free for the first trip, or offering a certain
discount code from 10-25% in the first month.
By implementing these activities, Xanh SM can not only retain current customers but
also expand new customer sources. This not only helps increase revenue but also
strengthens Xanh SM's position as a promising new brand in the market, creating a solid
foundation for sustainable development in the future.
4. Conclusion
In today's fast-paced and competitive business environment, implementing an effective
Customer Relationship Management (CRM) strategy is crucial for companies like Xanh
SM to thrive and maintain a competitive edge. By analysing industry case studies and
best practices, several key insights emerge that can guide Xanh SM's future CRM
strategies. Firstly, businesses must prioritise delivering exceptional customer
experiences by leveraging technology and customer data analysis. Understanding
customer behaviour and preferences through data analytics allows for personalised
solutions and seamless interactions. Secondly, digitising and automating core business
processes can significantly enhance operational efficiency and customer service quality.
Thirdly, building strategic partnerships and ecosystems can expand service offerings
and create added value for customers.
Moving forward, Xanh SM should consider investing in advanced analytics and
automation tools to gain deeper customer insights and streamline operations.
Additionally, fostering strategic partnerships can diversify and enhance their service
portfolio, catering to evolving customer demands. Continuous monitoring and
evaluation of customer experiences are essential to adapt CRM strategies dynamically.
Furthermore, developing a skilled and customer-centric workforce can differentiate the
company's service delivery. By implementing these strategies, Xanh SM can establish
a robust and agile CRM approach, effectively addressing customers' changing needs
and gaining a competitive advantage in the technology-driven transportation services
market.
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REFERENCES
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[Link]
3. Bramble, J. (n.d.). Why Customer Relationship Management is Important For Your
Business. Revcarto. [Link]
management-is-important-for-your-business
4. Các yếu tố ảnh hưởng đến sự thành công của CRM. (n.d.). [Link]
[Link]
5. CRM là gì? Lợi ích và quy trình hoạt động của hệ thống CRM. (n.d.). Học Viện Quản
Lý PACE. [Link]
6. VnExpress. (2024, June 6). Kỳ vọng dẫn đầu thị trường của taxi điện Xanh SM.
[Link]. [Link]
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7. Ve chung toi. (n.d.). Xanh SM. [Link]
8. Phân tích chiến lược Marketing của Xanh SM từ A đến Z. (2024, May 14). Navee
Corporation. [Link]
lch-s-hinh-thanh-va-phat-trin
9. Khiêm N. Đ. (2024, May 9). GSM - Taxi Xanh SM và chiến lược mở cực kỳ thông
minh của Vinfast | Học viện Kstudy. Học viện Kstudy. [Link]
xanh-sm-va-chien-luoc-cua-vinfast/#Muc_tieu_hien_dien_thuong_hieu_Vinfast
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