09-insight-khach-hang

# 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 |
|------|---------------|---------------------