09-insight-khach-hang
# Consumer vs Shopper Insight Framework This Claude Code skill guides businesses through a structured process to develop deep customer understanding by distinguishing between consumers (end-users) and shoppers (decision-makers), then mapping insights across four customer journey stages: awareness, consideration, decision, and retention. Users answer four initial discovery questions about their product, current customers, available data, and business objectives, then receive targeted content and channel recommendations for each stage, enabling more precise marketing and product positioning.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/09-insight-khach-hang && cp -r /tmp/09-insight-khach-hang/skills/vi/09-insight-khach-hang ~/.claude/skills/09-insight-khach-hangSKILL.md
# Insight Khach Hang ## Thu thap thong tin Hoi user toi da 4 cau sau truoc khi bat dau: 1. **San pham / dich vu cua ban la gi?** (Nganh, phan khuc gia, dia ban hoat dong) 2. **Khach hang hien tai cua ban la ai?** (Gioi tinh, do tuoi, muc gia thuong mua, kenh ho tim den ban) 3. **Ban co du lieu khach hang chua?** (Data CRM, comment/inbox, review, khao sat — neu co, chia se) 4. **Ban muon hieu khach hang de lam gi?** (Viet content? Chay ads? Dinh vi lai? Ra san pham moi? Cai thien dich vu?) --- ## Phan biet Consumer vs Shopper Khong phai ai mua cung la nguoi dung, va nguoi dung khong phai luc nao cung la nguoi quyet dinh mua: | | **Consumer (Nguoi dung)** | **Shopper (Nguoi mua)** | |---|---|---| | Dinh nghia | Nguoi truc tiep su dung san pham/dich vu | Nguoi bo tien ra mua | | Quan tam | Trai nghiem, hieu qua, cam giac | Gia, tien loi, gia tri nhan duoc | | Quyet dinh dua tren | "Co tot cho minh khong?" | "Co dang tien khong?" | | Vi du (Spa) | Nguoi di lam da | Nguoi dat lich + thanh toan (co the la chong, me, ban) | | Vi du (Khoa hoc) | Hoc vien | Phu huynh tra tien | | Vi du (Do tre em) | Tre em | Bo me | ### Cau hoi xac dinh - Consumer va Shopper co phai cung 1 nguoi khong? - Neu khac nhau: ai anh huong quyet dinh mua? Ai anh huong trai nghiem? - Content can nham vao ai? (Thuong la ca hai — nhung goc do khac nhau) --- ## Framework Insight 4 giai doan Moi giai doan trong hanh trinh mua hang co insight khac nhau: ### Giai doan 1 — Awareness (Ho chua biet ho can) | Yeu to | Noi dung | |--------|---------| | Trang thai | Chua nhan ra van de, hoac biet nhung chua tim giai phap | | Cau hoi trong dau ho | "Ai cung vay ma?" / "Co can lam gi khong nhi?" | | Rao can | Khong biet van de ton tai, hoac chua du dau de hanh dong | | Content can thiet | Cham noi dau, giao duc, goi y van de | | Kenh hieu qua | TikTok (reach), Facebook Reels, blog SEO | | Vi du insight | "Ho biet da minh xau di nhung nghi do troi nong, chua nghi den skincare routine" | ### Giai doan 2 — Consideration (Ho dang so sanh) | Yeu to | Noi dung | |--------|---------| | Trang thai | Biet can giai phap, dang tim va so sanh cac lua chon | | Cau hoi trong dau ho | "Cho nao tot hon?" / "Co dang tien khong?" / "Ai da thu chua?" | | Rao can | Qua nhieu lua chon, so chon sai, thieu thong tin | | Content can thiet | So sanh, review, case study, quy trinh, FAQ | | Kenh hieu qua | Google Search, YouTube, Facebook Group, Zalo OA | | Vi du insight | "Ho doc 5 review nhung van chua dat lich vi so bi tu van ep mua" | ### Giai doan 3 — Conversion (Dieu gi khien ho quyet dinh) | Yeu to | Noi dung | |--------|---------| | Trang thai | Da chon xong, can 1 cu hich cuoi cung | | Cau hoi trong dau ho | "Mua bay gio hay doi?" / "Co uu dai gi khong?" / "Dat o dau?" | | Rao can | So het tien, so mua roi hoi han, quy trinh dat phuc tap | | Content can thiet | Uu dai, khan cap, social proof manh, CTA ro rang | | Kenh hieu qua | Messenger/Zalo (tu van 1:1), Landing page, Retarget ads | | Vi du insight | "Ho da sẵn sàng mua nhung can chong dong y — nen gui thong tin cho ca hai" | ### Giai doan 4 — Retention (Tai sao ho quay lai hoac khong) | Yeu to | Noi dung | |--------|---------| | Trang thai | Da mua/dung — dang danh gia co quay lai khong | | Cau hoi trong dau ho | "Co dang tiep tuc khong?" / "Co cho nao tot hon khong?" / "Co gi moi khong?" | | Rao can | Quen, khong co ly do quay lai, trai nghiem lan truoc chua tot | | Content can thiet | Follow-up, gia tri doc quyen, chuong trinh khach than thiet | | Kenh hieu qua | Zalo OA broadcast, Email nurture, Community VIP | | Vi du insight | "Ho thich dich vu nhung khong quay lai vi khong ai nhac — ho can ly do, khong chi uu dai" | --- ## Jobs To Be Done (JTBD) Khach hang khong mua san pham — ho "thue" san pham de hoan thanh 1 "cong viec": ### 3 tang JTBD | Tang | Dinh nghia | Cau hoi | Vi du (Spa) | Vi du (Khoa hoc MKT) | |------|-----------|---------|-------------|---------------------| | **Functional** | Cong viec thuc te can hoan thanh | "Ho can lam gi?" | Tri mun, lam sach da | Hoc cach chay ads | | **Emotional** | Cam xuc ho muon dat duoc | "Ho muon cam thay the nao?" | Tu tin, duoc cham soc | An tam, khong so sai | | **Social** | Hinh anh ho muon nguoi khac nhin thay | "Ho muon nguoi khac nghi gi ve ho?" | Dep, chuyen nghiep | Gioi, thanh cong, cap nhat | ### Template JTBD ``` Khi [tinh huong / boi canh], toi muon [hanh dong / giai phap], de toi co the [ket qua mong muon], va cam thay [cam xuc muc tieu]. ``` **Vi du:** - "Khi **da minh len mun truoc cuoc hop**, toi muon **tim cho lam da gap**, de toi co the **tu tin trinh bay**, va cam thay **chuyen nghiep**." - "Khi **khong biet chay ads mat tien**, toi muon **hoc tu nguoi da lam**, de toi co the **tu chay duoc**, va cam thay **khong con phu thuoc agency**." --- ## Persona Builder ### Template chan dung khach hang **Persona: [Ten dai dien]** #### Demographics (Nhan khau hoc) | Yeu to | Gia tri | |--------|---------| | Gioi tinh | | | Do tuoi | | | Noi song | | | Nghe nghiep | | | Thu nhap hang thang | | | Tinh trang gia dinh | | | Trinh do hoc van | | #### Psychographics (Tam ly hoc) | Yeu to | Gia tri | |--------|---------| | Gia tri song | [Ho coi trong dieu gi nhat?] | | Noi so | [Ho so dieu gi nhat khi mua hang?] | | Khao khat | [Ho muon dat duoc dieu gi?] | | Niem tin | [Ho tin tuong dieu gi? Nghi ngo dieu gi?] | | Phong cach song | [Mo ta 1 cau] | #### Behaviors (Hanh vi) | Yeu to | Gia tri | |--------|---------| | Kenh thong tin chinh | [TikTok? Facebook? Google? Ban be?] | | Thoi gian online | [Sang/Trua/Toi? Bao lau?] | | Thoi quen mua sam | [Online/Offline? So sanh truoc mua?] | | Nguon tin tuong | [Review? KOL? Ban be? Chuyen gia?] | | Rao can mua hang | [Gia? Thoi gian? So rui ro? Thieu thong tin?] | | Hanh vi sau mua | [Review? Gioi thieu? Im lang? Khieu nai?] | #### Media Consumption (Tieu thu noi dung) | Kenh | Muc do su dung | Loai noi dung hay xem | |------|---------------|---------------------
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.