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[VIE] Customer first - Now or Never

Savvycom - Software Product Development
Savvycom - Software Product Development

Customer experience is now the new customer success trend. KPMG provides us with the reasons and the guide to implement technology utilization in this process.

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息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 1 KPMG NEXT 2018
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 2 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 3
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 4 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 5 K畉t qu畉 ti ch鱈nh v tham v畛ng di h畉n M畛c 畛 畉u t動 v ch畉p nh畉n r畛i ro C董 c畉u v畛n T畉m nh狸n v c叩c m畛c 鱈ch cao c畉 C叩c 嘆n b畉y em l畉i l畛i nhu畉n b畛n v畛ng Gi炭p x叩c 畛nh c叩c th畛 tr動畛ng, ph但n kh炭c t畉p trung B畉t bu畛c ph畉i ph湛 h畛p v畛i m担 h狸nh ti ch鱈nh c畛a doanh nghi畛p C叩c 嘆n b畉y em l畉i hi畛u qu畉 v畉n hnh cho doanh nghi畛p Gi炭p tr畉 l畛i c但u h畛i lm sao 畛 th畉ng th畛 tr動畛ng? B畉t bu畛c ph畉i ph湛 h畛p v畛i m担 h狸nh kinh doanh c畛a doanh nghi畛p M担 h狸nh kinh doanh B叩o c叩o qu畉n tr畛 M畛C TIU TI CHNH 1 TH畛 TR働畛NG 2 畛NH V畛 TH畛 TR働畛NG V TH働NG HI畛U 3 KHCH HNG V KNH PHN PH畛I 4 QUY TRNH KINH DOANH C畛T LI 5 H畉 T畉NG HO畉T 畛NG V CNG NGH畛 6 C C畉U T畛 CH畛C, QU畉N TR畛 R畛I RO V KI畛M SOT 7 CON NG働畛I V VN HA DOANH NGHI畛P 8 O L働畛NG HI畛U QU畉 HO畉T 畛NG V CHNH SCH I NG畛 9 M担 h狸nh ti ch鱈nh M担 h狸nh v畉n hnh Ch炭ng ta mu畛n vo th畛 tr動畛ng no? Lm sao 畛 th畉ng? 畛nh h動畛ng chi畉n l動畛c M担 h狸nh 9 嘆n b畉y gi叩 tr畛 c畛a KPMG Ch炭ng ta mu畛n 畉t 動畛c g狸? C叩c thnh ph畉n ch鱈nh
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 6 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 7 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 7
8 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Nh畛ng c担ng ty thnh c担ng s畉 c畉i ti畉n li棚n t畛c 畛 hi畛u kh叩ch hng m畛t c叩ch khoa h畛c h董n v cung c畉p s畉n ph畉m d畛ch v畛 t畛i 動u nh畉t cho kh叩ch hng c畛a h畛 Forrester 80%d但n s畛 th畉 gi畛i s畉 s畛 h畛u i畛n tho畉i th担ng minh nm 2020 kh叩ch hng millennials t畉p trung cho tr畉i nghi畛m h董n l ti畉t ki畛m a s畛 c叩c kh叩ch hng s畉 l畉y tr畉i nghi畛m t畛t nh畉t c畛a h畛 ra lm ti棚u chu畉n cho nh畛ng tr畉i nghi畛m ti畉p sau 坦 kh叩ch hng n坦i r畉ng d畛ch v畛 k辿m l m畛t trong nh畛ng l箪 do ch鱈nh 畛 thay 畛i nh cung c畉p kh叩ch hng l畛a ch畛n s畉n ph畉m d畛ch v畛 d畛a tr棚n c叩c 叩nh gi叩 tr棚n m畉ng Ng動畛i d湛ng s畉n l嘆ng m動畛n ho畉c chia s畉 c叩c s畉n ph畉m thay v狸 t畛 mua m畛t s畉n ph畉m m畛i Thu nh畉p trung b狸nh c畛a c叩c h畛 gia 狸nh tng ng動畛i tr棚n th畉 gi畛i c坦 畛 tu畛i tr棚n 60 d但n s畛 Millennial tr棚n kh畉p th畉 gi畛i L kho畉ng th畛i gian t畉p trung ch炭 箪 c畛a con ng動畛i, th畉p h董n th畛i gian c畛a m畛t con c叩 vng Source: B叩o c叩o Tomorrow Experience, Today c畛a KPMG Nghi棚n c畛u 54,233 ng動畛i ti棚u d湛ng ; 1,400 th動董ng hi畛u t畉i 14 qu畛c gia ph叩t hnh th叩ng 6/2018
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 9 Uy t鱈n c畛a th動董ng hi畛u b畛 畉nh h動畛ng b畛i m畉ng x達 h畛i Chuy畛n t畛 c叩c k棚nh truy畛n th畛ng sang c叩c k棚nh Di 畛ng v Video S畉n ph畉m d畛ch v畛 c畉nh tranh kh畛c li畛t h董n 畛 ginh kh叩ch hng Kh叩ch hng y棚u c畉u m畛i th畛 Nhanh H董n, 畛t Ph叩 h董n Kh叩ch hng ngy nay c坦 th畛 truy c畉p th担ng tin 畛 so s叩nh s畉n ph畉m v d畛ch v畛 li棚n t畛c v y棚u c畉u t畛c 畛 d畛ch v畛 cao khi c坦 nhu c畉u Kh叩ch hng m畉t ni畛m tin vo c叩c b棚n trung gian v mu畛n b畉o m畉t th担ng tin t畛t h董n Kh叩ch hng y棚u c畉u s畉n ph畉m d畛ch v畛 c畉n ph畉i 董n gi畉n, d畛 s畛 d畛ng v tr畉i nghi畛m t畛t Source: KPMG International
10息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 61.7% 71.6% 78.7% 84.4% 88.6% 92.0% 2016 2017 2018f 2019f 2020f 2021f T畛 l畛 ng動畛i d湛ng smartphone t畉i Vi畛t Nam, 2016-2021f 50.6% 54.1% 57.5% 60.9% 63.4% 65.3% 2016 2017 2018f 2019f 2020f 2021f T畛 l畛 ng動畛i d湛ng internet t畉i Vi畛t Nam so v畛i d但n s畛, 2016-2021f Source: B叩o c叩o ph但n t鱈ch t畛 l畛 s畛 d畛ng internet v smartphone c畛a eMarketer L動u 箪: t畛 l畛 s畛 d畛ng internet 鱈t nh畉t 1 l畉n / th叩ng (b畉t k畛 畛 tu畛i, thi畉t b畛) ; T畛 l畛 s畛 h畛u smartphone v s畛 d畛ng smartphone 鱈t nh畉t 1 l畉n /th叩ng
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 11 Ti畛n m畉t Th畉 ng但n hng Credit Apple Pay / Samsung pay V鱈 i畛n t畛 Ti畛n s畛 Nh畉n di畛n khu担n m畉t T動董ng t叩c Tr畛c ti畉p G畛i i畛n Online M畉ng x達 h畛i email Tin nh畉n Chat Video T動董ng t叩c Kh担ng d但y App 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 11
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 12 V畉n chuy畛n hnh kh叩ch Xe C担ng C畛ng I G畛i Taxi | Xe m I T畛 L叩i I Vietnam Airline | H達ng M叩y Bay Qu畛c T畉 Taxi C担ng Ngh畛 | Xe m C担ng Ngh畛 | Chia S畉 V畛i Ng動畛i L畉 | M叩y Bay Gi叩 R畉 Grab, Vato, Go-jek Vs Truy畛n Th畛ng Vietjet Vs Vietnam Airlines Gi畉i tr鱈 & truy畛n th担ng Xem TV Tr棚n 1 Mn H狸nh | Thu棚 Bng 挑a | i Xem R畉p | 畛c B叩o Gi畉y | T畉p Ch鱈 N畛i Dung Theo Y棚u C畉u I Xem Video Tr畛c Tuy畉n, Tr畛c Ti畉p I B叩o M畉ng | M畉ng X達 H畛i T畉t C畉 Tr棚n Nhi畛u Thi畉t B畛 Kh叩c Nhau Netflix Vs Truy畛n H狸nh C叩p Vs R畉p Chi畉u Phim Spotify Vs Zing, 挑a CD Facebook, Vnexpress Vs B叩o Gi畉y Th畛i trang Theo D探i Xu H動畛ng Th畛i Trang Tr棚n T畉p Ch鱈 I May 畛 | Th畛i Trang N畛i 畛a | Mua 畛 Nh畉p Kh畉u Mua 畛 Tr畛c Tuy畉n I Th動董ng Hi畛u Qu畛c T畉 Th但m Nh畉p Trung T但m Th動董ng M畉i, Tr棚n Ph畛 I Mi畛n Ph鱈 畛i Hng Tr畉 Hng I H&M, Zara, Levis Vs Th動董ng Hi畛u N畛i 畛a Shop T畛 Ph叩t Tr棚n Facebook Trung T但m Bazaars i ch畛 i Ch畛 Truy畛n Th畛ng, Ch畛 T畛 Ph叩t Hng Ngy | Si棚u Th畛 Hng Tu畉n Tr畛 畛 n Si棚u Th畛 Nh畛 H董n G畉n Nh | C畛a Hng Ti畛n L畛i I i Ch畛 Online - Giao Hng T畉n N董i B叩ch H坦a Xanh, Bigc Mini, Circle K, Vinmart 3sach, Adayroi n u畛ng i n Nh Hng, Qu叩n n | Mua V畛 Nh G畛i Th畛c n Giao Hng | Nh畛 D畛ch V畛 Mua Gi炭p | Mcdonalds, KFC, Domino Grabfood, Deliverynow Gi叩o d畛c H畛c T畉i Tr動畛ng, Trung T但m, L畛p D畉y Th棚m H畛c Tr畛c Tuy畉n I Th畉y Gi叩o Online Qu畛c T畉: Youtube, Linkedin Learning, Udemy Vi畛t Nam: Unica, Codeberry, Kyna, Alada Ngy nayNgy tr動畛c Source: KPMG Analysis
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 13 D畛ch v畛 ti ch鱈nh B叩n L畉 Ti棚u D湛ng B叩n L畉 Th動董ng M畉i D畛ch V畛 n u畛ng Gi畉i Tr鱈 Du L畛ch V畉n Chuy畛n i畛n / N動畛c Vi畛n th担ng Y T畉 B畉t 畛ng S畉n
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 14 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 畛ng l畛c S畛 Ch炭 K畉t n畛i Th畛i gian Ti畛n b畉c Gi畛i t鱈nh Tu畛i t叩c Thu nh畉p T狸nh tr畉ng h担n nh但n D但n t畛c H畛c v畉n Nh但n kh畉u 畛a l箪 Ngh畛 nghi畛p v.v 6. Trung thnh 1. T狸m hi畛u 2. So S叩nh 3. Giao D畛ch 4. Nh畉n S畉n Ph畉m 5. S畛 d畛ng + + + 14
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 15 畛ng l畛c c畛a kh叩ch hng C叩c 畉c i畛m d畉n d畉t hnh vi v k狸 v畛ng khi s畛 d畛ng d畛ch v畛. S畛 ch炭 箪 c畛a kh叩ch hng C叩c c叩ch h動畛ng s畛 ch炭 箪 v t畉p trung ch炭ng ta. K畉t n畛i c畛a kh叩ch hng C叩ch ch炭ng ta li棚n k畉t v畛i thi畉t b畛, th担ng tin v li棚n l畉c v畛i nhau. Th畛i gian c畛a kh叩ch hng C叩ch ch炭ng ta c但n b畉ng gi畛i h畉n th畛i gian v vi畛c 坦 thay 畛i qua c叩c s畛 ki畛n cu畛c s畛ng th畉 no T炭i ti畛n c畛a kh叩ch hng C叩ch ch炭ng ta i畛u ch畛nh chi ti棚u qua c叩c s畛 ki畛n cu畛c s畛ng 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 15
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 16 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 C担ng ngh畛 Kinh T畉 X達 h畛i Ch鱈nh tr畛 Th畉 H畛 Boomers 1940 - 1965 Th畉 H畛 Gen X 1965 - 1980 Th畉 H畛 Millennial 1980 - 2000 Lazada & Tiki ra m畉t Vi畛tNam Chi畉n tranh ch畛ng M畛 k畉t th炭c L畛nh c畉m v畉n th動董ng m畉i t畛 M畛 Th畛i k畛 畛i m畛i b畉t d畉u Lu畉t doanh nghi畛p t動 nh但n Vi畛t Nam - ASEAN M畛 c畛a FDI i畛u ch畛nh gi叩 ti畛n t畛 th畉t b畉i d畉n 畉n si棚u l畉m ph叩t (775%) M畛 c畛a th畛 tr動畛ng ch畛ng kho叩n B畛nh vi畛n qu畛c t畉 畉u ti棚n (Ph叩p Vi畛t) D畛ch c炭m gia c畉m M畉ng x達 h畛i & iPhone M畉ng 3G Kh畛ng ho畉ng kinh t畉 ton c畉u Vi畛t Nam tham gia WTO Du l畛ch gi叩 r畉 - VietJet Tr動畛ng 畉i h畛c qu畛c t畉 畉u ti棚n (RMIT) Gi畉i th畛 tr畉i ki畛m so叩t hng h坦a S但n bay N畛i Bi m畛 c畛a M畉ng i畛n tho畉i di 畛ng Tivi mu Trung t但m th動董ng m畉i (Superbowl) & nh hng th畛c n nhanh (KFC) 畉u ti棚n Trung Qu畛c 動a gin khoan vo Vi畛t Nam M畛 th叩o b畛 l畛nh c畉m v畉n th動董ng m畉i B畉c-Nam ph但n c叩ch Chi畉n tranh Internet D畛 th畉o Lu畉t An Ninh M畉ng 動畛c th担ng qua Source: KPMG Analysis HoaK畛 M畛 動a qu但n vo Vi畛t Nam M叩y t鱈nh c叩 nh但n ra 畛i i畛n tho畉i kh担ng d但y ra 畛i Netflix ra m畉t Trump 畉c c畛 T畛ng th畛ng Tr畛c tuy畉n & bng th担ng r畛ng Kh畛ng ho畉ng kinh t畉 ton c畉u Iphone ra m畉t Obama 畉c c畛 Uber ra m畉t Facebook ra m畉t 畛 b畛 vo Afganistan & Iraq Kh畛ng ho畉ng dotcom 9/11 Google ra m畉t c担ng c畛 t狸m ki畉m B湛ng n畛 Dotcom Amazon ra m畉t Chi畉n tranh v湛ng v畛nh Kinh t畉 suy tho叩iC叩ch m畉ng c担ng ngh畛 畉i d畛ch AIDS Web ra m畉t AirBnB Uber & Grab vo VN 16
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 17 Source: B叩o c叩o 5Mys 2018 c畛a KPMG 0 10 20 30 40 50 60 70 80 90 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 畛 tu畛i trung b狸nh Th畉 h畛 Baby Boom (1940-1965: th畉 h畛 動畛c sinh ra trong th畛i k畛 b湛ng n畛 d但n s畛) Th畉 h畛 X (1965-1980) Millenials (1980-2000) Th畛i th董 畉u Thanh thi畉u ni棚n Gia 狸nh tr畉 Gia 狸nh tr動畛ng thnh Ngh畛 h動uCon c叩i ra 畛 ri棚ng Th畛i th董 畉u Thanh thi畉u ni棚n Gia 狸nh tr畉 Gia 狸nh tr動畛ng thnh Ngh畛 h動uCon c叩i ra 畛 ri棚ng Th畛i th董 畉u Thanh thi畉u ni棚n Gia 狸nh tr畉 Gia 狸nh tr動畛ng thnh Ngh畛 h動uCon c叩i ra 畛 ri棚ng Thanh thi畉u ni棚n Sinh ra T畛t nghi畛p trung h畛c T畛t nghi畛p 畉i h畛c C担ng vi畛c 畉u ti棚n K畉t h担n L畉n 畉u ti棚n mua nh Con 畉u l嘆ng Con 畉u h畛c 畉i h畛c T畉t c畉 c叩c con t畛t nghi畛p 畉i h畛c Con 炭t r畛i nh Ngh畛 h動u Thanh thi畉u ni棚n Thanh thi畉u ni棚n Tweens Sinh ra Sinh ra T畛t nghi畛p trung h畛c T畛t nghi畛p 畉i h畛c T畛t nghi畛p trung h畛c T畛t nghi畛p 畉i h畛c C担ng vi畛c 畉u ti棚n K畉t h担n L畉n 畉u ti棚n mua nh Con 畉u l嘆ng Con 畉u h畛c 畉i h畛c T畉t c畉 c叩c con t畛t nghi畛p 畉i h畛c Con 炭t r畛i nh Ngh畛 h動u Giai o畉n h動畛ng th畛 C担ng vi畛c 畉u ti棚n K畉t h担n L畉n 畉u ti棚n mua nh Con 畉u l嘆ng Con 畉u h畛c 畉i h畛c T畉t c畉 c叩c con t畛t nghi畛p 畉i h畛c Con 炭t r畛i nh Ngh畛 h動u Con c叩i tr畛 v畛 Con c叩i tr畛 v畛 17
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 18 H狸nh 畉nh h畛 tr畛 nh畛ng g狸 kh叩ch hng th畉y v s畛 d畛ng trong su畛t hnh tr狸nh K狸 v畛ng nh畛ng k狸 v畛ng, suy ngh挑 c畛a kh叩ch hng t畉i t畛ng i畛m t動董ng t叩c Hnh tr狸nh Th棚m kh叩ch hng m畛i cho ph但n kh炭c M畉 Tr畉 thu nh畉p trung b狸nh cao K棚nh c叩c k棚nh kh叩ch hng s畛 d畛ng t畉i t畛ng i畛m 6 y畉u t畛 tr畉i nghi畛m kh叩ch hng Y畉u t畛 no quan tr畛ng nh畉t t畉i t畛ng th畛i i畛m? vd: th畛i gian, d畛ch v畛, c畉m th担ng i畛m b畉t ti畛n v kho畉nh kh畉c quy畉t 畛nh n董i k狸 v畛ng c畛a kh叩ch hng kh担ng 動畛c 叩p 畛ng v c叩c khuy畉n ngh畛 thay 畛i Hnh tr狸nh c畉m x炭c nh畛ng c畉m x炭c m kh叩ch hng tr畉i qua t畉i t畛ng i畛m i畛m ti畉p x炭c i畛m t動董ng t叩c v畛i c担ng ty C畉m x炭c v suy ngh挑 suy ngh挑 c畛a kh叩ch hng trong su畛t hnh tr狸nh 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 18
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 19 Gi叩 tr畛 kinh t畉 s畉 b畛 m畉t i khi tr畉i nghi畛m d畛ch v畛 kh担ng 叩p 畛ng 動畛c k畛 v畛ng c畛a kh叩ch hng, d畉n 畉n 叩nh m畉t doanh thu v th畛 ph畉n +1x -2x Khi c担ng ty 畉u t動 th畉p h董n ho畉c cao h董n m畛c c畉n thi畉t 畛 叩p 畛ng s畛 k畛 v畛ng c畛a kh叩ch hng, l畛i nhu畉n s畉 b畛 畉nh h動畛ng Source: KPMG International Gi叩 tr畛 kinh t畉 動畛c t畛i 動u khi k狸 v畛ng c畛a kh叩ch hng v tr畉i nghi畛m c畛a h畛 t狸m 動畛c i畛m chung Gi叩 tr畛 kinh t畉 s畉 b畛 m畉t i khi tr畉i nghi畛m c畛a kh叩ch hng v動畛t qu叩 k畛 v畛ng c畛a h畛, d畉n 畉n chi ph鱈 v畉n hnh 畛 m畛c cao h董n c畉n thi畉t
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 20 L畛i nhu畉n trung b狸nh c畛a kh叩ch hng tng 39.8%, khi c叩c c担ng ty y畉u (-7.5%) C叩c c担ng ty hng 畉u v畛 tr畉i nghi畛m kh叩ch hng 畉t 動畛c tng tr動畛ng doanh thu 40.4% m畛i nm so v畛i trung b狸nh 6.1% Kh叩ch hng s畛 d畛ng d畛ch v畛 tr畛c ti畉p v Online th動畛ng c坦 gi叩 tr畛 v嘆ng 畛i cao h董n 30% so v畛i nh畛ng kh叩ch hng s畛 d畛ng 1 k棚nh duy nh畉t Sources: Aberdeen Group January 2018 84% kh叩ch hng trung thnh so v畛i 58% trung b狸nh ngnh
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 21 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
KPMG NEXT 2018 22息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved.
23息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Kh叩ch hng s畛 d畛ng m畛t ti kho畉n AmazonPrime 畛 動畛c 動u 達i tr棚n Amazon, AmazonGo, Wholefoods Kh叩ch hng i si棚u th畛 m畛t c叩ch ti畛n l畛i nh畉t v ti畉t ki畛m 動畛c r畉t nhi畛u th畛i gian Kh担ng c畉n mang theo ti畛n, ch畛 c畉n i畛n tho畉i Amazon thu th畉p th担ng tin kh叩ch hng (v.d. h畛 th鱈ch n g狸, h畛 vo si棚u th畛 bao l但u, h畛 hay mua g狸? Hay i ch畛 l炭c no?) 畛 cung c畉p tr畉i nghi畛m ri棚ng cho t畛ng kh叩ch hng D畛 li畛u gi炭p Amazon l畉p k畉 ho畉ch cung 畛ng ph湛 h畛p cho t畛ng c畛a hng Sources: Yotube video ; KPMG analysis 23
24息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Kh叩ch hng c坦 th畛 s畛 d畛ng 畛ng d畛ng 畛 tr畉 ti畛n v 畛i i畛m th動畛ng H畛 s董 kh叩ch hng H畛 th畛ng i畛m th動畛ng khuy畉n kh鱈ch kh叩ch hng chi nhi畛u h董n (10.000vnd = 1 pt) D湛ng app 畛 畉t xe, th畛c n giao t畉n nh, giao 畛 v thanh to叩n Kh担ng c畉n mang theo ti畛n, ch畛 c畉n i畛n tho畉i Grab thu th畉p th担ng tin kh叩ch hng (v.d. h畛 thu畛c ph但n kh炭c no? h畛 th鱈ch n g狸, i lm vo l炭c m畉y gi畛, 畛a i畛m th動畛ng i?) 畛 cung c畉p tr畉i nghi畛m ri棚ng cho t畛ng kh叩ch hng App l n畛n t畉ng duy nh畉t gi炭p Grab t動董ng t叩c, qu畉ng c叩o c叩c khuy畉n m達i m畛i v ph湛 h畛p cho t畛ng KH Kh叩ch hng qu畉n l箪 動畛c th担ng tin c畛a m狸nh v th担ng tin c畛a ng動畛i cung c畉p d畛ch v畛 ; 叩nh gi叩 hai chi畛u H畛 s董 ti x畉 /ng動畛i giao hng Sources: KPMG analysis 24
25息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Kh叩ch hng c坦 th畛 s畛 d畛ng 畛ng d畛ng 畛 tr畉 ti畛n H畛 s董 kh叩ch hng H畛 th畛ng i畛m th動畛ng khuy畉n kh鱈ch kh叩ch hng chi nhi畛u h董n (125 pt = 1 ly mi畛n ph鱈) D湛ng 畛ng d畛ng 畛 畉t n動畛c / th畛c n tr動畛c khi 畉n c畛a hng. Kh叩ch hng gi畉m th畛i gian ch畛. Tr畉i nghi畛m t畛t h董n Kh担ng c畉n mang theo ti畛n, ch畛 c畉n i畛n tho畉i Starbucks thu th畉p th担ng tin kh叩ch hng (v.d. h畛 thu畛c ph但n kh炭c no? h畛 th鱈ch u畛ng g狸, vo l炭c m畉y gi畛?) 畛 cung c畉p tr畉i nghi畛m ri棚ng cho t畛ng kh叩ch hng App l k棚nh c担ng c畛 gi炭p Starbucks t動董ng t叩c, qu畉ng c叩o c叩c s畉n ph畉m m畛i v ph湛 h畛p Sources: KPMG analysis 25
26息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. L h畛 sinh th叩i c畛a Nike v畛i c叩c ti畛n 鱈ch cho vi畛c t畉p luy畛n c畛a ng動畛i d湛ng, nh動 l動u l畛ch s畛 t畉p, o ch畛 s畛 s畛c kh畛e, Ch畛 c畉n mang theo i畛n tho畉i 畛 t畛 畛ng l動u k畉t qu畉 t畉p v c畉p nh畉p khuy畉n ngh畛 d畛a tr棚n v畛 tr鱈 Thu th畉p data th畛c t畉 c畛a kh叩ch hng v d湛ng cho R&D v sales (push notification, gi畛i thi畛u s畉n ph畉m, th動 m畛i s畛 ki畛n v.v) App l c担ng c畛 K畉t n畛i ng動畛i t畉p v畛i b畉n b竪 v c叩c chuy棚n gia th担ng qua c叩c th畛 th叩ch, m畉ng x達 h畛i T鱈nh c叩 nh但n h坦a cho ng動畛i d湛ng cao, c坦 th畛 i畛u ch畛nh t畉t c畉 c叩c t鱈nh nng, vd. bi t畉p 動畛c t湛y ch畛nh d畛a tr棚n i畛m m畉nh y畉u c畛a ng動畛i d湛ng Sources: KPMG analysis 26
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 27 Hnh tr狸nh tng tr動畛ng 畛ng 畉u th畛 ph畉n TD MWG 40% MWG 43% 2016 2017 畛ng 畉u th畛 ph畉n i畛n m叩y MWG 16% MWG 2016 2017 283 S畛 c畛a hng B叩ch H坦a Xanh 325 412 687 1,102 1,946 2,894 US$Million Doanh thu tng b狸nh qu但n 56% 6 11 29 46 69 96 201220132014201520162017 L畛i nhu畉n sau thu畉 tng b狸nh qu但n 82% 14 12 40 75 147 249 201220132014201520162017 Doanh thu b叩n hng tr畛c tuy畉n tng b狸nh qu但n 94% MWG cam k畉t 畉t Kh叩ch hng lm trung t但m trong m畛i suy ngh挑 v hnh 畛ng c畛a m狸nh 1 trong 6 gi叩 tr畛 c畛t l探i c畛a c担ng ty - Th担ng i畛p c畛a Ch畛 t畛ch Nguy畛n 畛c Ti Source: MWG Annual report 2016,2017 ; Company Website 40 2016 2017 27息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved.
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 2828息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved.
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 29 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 30 Hnh tr狸nh kh叩ch hng X叩c 畛nh t畉t c畉 c叩c i畛m ti畉p x炭c, i畛m b畉t ti畛n C叩c hnh 畛ng c畉i ti畉n L棚n danh s叩ch c叩c hnh 畛ng c畉i ti畉n ph湛 h畛p Ph但n Kh炭c Kh叩ch Hng T畛ng quan v畛 ph但n kh炭c kh叩ch hng v s畛 quan tr畛ng c畛a t畛ng nh坦m Customer lifetime value HighLow Segment sizeSegment sizeSmall BigSmallBig AssistanceneededAssistanceneeded Low Low High High Flexibility
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. T狸m hi畛u So s叩nh Giao d畛ch Nh畉n s畉n ph畉m d畛ch v畛 S畛 d畛ng Gi畛i thi畛u / trung thnh i畛m ti畉p x炭c K棚nh s畛 d畛ng Tr畉i nghi畛m (t畛t / ko t畛t) Gi畉i ph叩p c畛a c担ng ty Google s畉n ph畉m So s叩nh gi叩 Kh担ng bi畉t sp Galaxy S9+ kh叩c v畛i Iphone X th畉 no? N棚n mua 畛 但u? Qu叩 nhi畛u th担ng tin Truy c畉p website MWG l畉n 畉u D湛ng th畛 i畛n tho畉i c畛a b畉n - Website - G畛i i畛n tho畉i - App - Tr畛c ti畉p Truy c畉p App Lazada, Hnam Mobile 畛 so s叩nh gi叩 t畉i sao Lazada ch畛 b叩n 18tr? Wow! Th畉t nhi畛u khuy畉n m達i gi叩 t畛 24tr ch畛 c嘆n 21tr hmm, c坦 l畉 n棚n suy ngh挑 th棚m, kh担ng c畉n g畉p Ti畉n hnh thanh to叩n - SMS Nh畉n 動畛c tin nh畉n v i畛n tho畉i h畛 tr畛 t畛 sales c畛a cty Wow! Cty ny th畉t chuy棚n nghi畛p T鱈ch h畛p video so s叩nh s畉n ph畉m tr棚n website B叩n b畉ng gi叩 畛i th畛 v cho kh叩ch hng l畛a ch畛n tr畉 th棚m cho d畛ch v畛 Gia tng ti畛n 鱈ch: Cho kh叩ch hng l畛a ch畛n 動畛c n但ng c畉p phi棚n b畉n m畛i trong 2 nm Quy tr狸nh c畛a kh叩ch hng
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. T狸m hi畛u So s叩nh Giao d畛ch Nh畉n s畉n ph畉m d畛ch v畛 S畛 d畛ng Gi畛i thi畛u / trung thnh i畛m ti畉p x炭c K棚nh s畛 d畛ng Tr畉i nghi畛m (t畛t / ko t畛t) Gi畉i ph叩p c畛a c担ng ty - Website - G畛i i畛n tho畉i - App - Tr畛c ti畉p - SMS Quy tr狸nh c畛a kh叩ch hng
息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 33 Thankyou! Nguy畛n Tu畉n H畛ng Ph炭c Gi叩m 畛c Chi畉n l動畛c Kh叩ch Hng & V畉n Hnh KPMG Thu畉 v T動 V畉n Vi畛t Nam v Campuchia Email: phuctnguyen@kpmg.com.vn Tel: +84937105539 Tr畉n Quang V滴 Ph坦 Gi叩m 畛c Chi畉n l動畛c Kh叩ch Hng & V畉n Hnh KPMG Thu畉 v T動 V畉n Vi畛t Nam v Campuchia Email: vutran@kpmg.com.vn Tel: +841222662992

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[VIE] Customer first - Now or Never

  • 1. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 1 KPMG NEXT 2018
  • 2. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 2 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
  • 3. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 3
  • 4. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 4 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
  • 5. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 5 K畉t qu畉 ti ch鱈nh v tham v畛ng di h畉n M畛c 畛 畉u t動 v ch畉p nh畉n r畛i ro C董 c畉u v畛n T畉m nh狸n v c叩c m畛c 鱈ch cao c畉 C叩c 嘆n b畉y em l畉i l畛i nhu畉n b畛n v畛ng Gi炭p x叩c 畛nh c叩c th畛 tr動畛ng, ph但n kh炭c t畉p trung B畉t bu畛c ph畉i ph湛 h畛p v畛i m担 h狸nh ti ch鱈nh c畛a doanh nghi畛p C叩c 嘆n b畉y em l畉i hi畛u qu畉 v畉n hnh cho doanh nghi畛p Gi炭p tr畉 l畛i c但u h畛i lm sao 畛 th畉ng th畛 tr動畛ng? B畉t bu畛c ph畉i ph湛 h畛p v畛i m担 h狸nh kinh doanh c畛a doanh nghi畛p M担 h狸nh kinh doanh B叩o c叩o qu畉n tr畛 M畛C TIU TI CHNH 1 TH畛 TR働畛NG 2 畛NH V畛 TH畛 TR働畛NG V TH働NG HI畛U 3 KHCH HNG V KNH PHN PH畛I 4 QUY TRNH KINH DOANH C畛T LI 5 H畉 T畉NG HO畉T 畛NG V CNG NGH畛 6 C C畉U T畛 CH畛C, QU畉N TR畛 R畛I RO V KI畛M SOT 7 CON NG働畛I V VN HA DOANH NGHI畛P 8 O L働畛NG HI畛U QU畉 HO畉T 畛NG V CHNH SCH I NG畛 9 M担 h狸nh ti ch鱈nh M担 h狸nh v畉n hnh Ch炭ng ta mu畛n vo th畛 tr動畛ng no? Lm sao 畛 th畉ng? 畛nh h動畛ng chi畉n l動畛c M担 h狸nh 9 嘆n b畉y gi叩 tr畛 c畛a KPMG Ch炭ng ta mu畛n 畉t 動畛c g狸? C叩c thnh ph畉n ch鱈nh
  • 6. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 6 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
  • 7. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 7 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 7
  • 8. 8 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Nh畛ng c担ng ty thnh c担ng s畉 c畉i ti畉n li棚n t畛c 畛 hi畛u kh叩ch hng m畛t c叩ch khoa h畛c h董n v cung c畉p s畉n ph畉m d畛ch v畛 t畛i 動u nh畉t cho kh叩ch hng c畛a h畛 Forrester 80%d但n s畛 th畉 gi畛i s畉 s畛 h畛u i畛n tho畉i th担ng minh nm 2020 kh叩ch hng millennials t畉p trung cho tr畉i nghi畛m h董n l ti畉t ki畛m a s畛 c叩c kh叩ch hng s畉 l畉y tr畉i nghi畛m t畛t nh畉t c畛a h畛 ra lm ti棚u chu畉n cho nh畛ng tr畉i nghi畛m ti畉p sau 坦 kh叩ch hng n坦i r畉ng d畛ch v畛 k辿m l m畛t trong nh畛ng l箪 do ch鱈nh 畛 thay 畛i nh cung c畉p kh叩ch hng l畛a ch畛n s畉n ph畉m d畛ch v畛 d畛a tr棚n c叩c 叩nh gi叩 tr棚n m畉ng Ng動畛i d湛ng s畉n l嘆ng m動畛n ho畉c chia s畉 c叩c s畉n ph畉m thay v狸 t畛 mua m畛t s畉n ph畉m m畛i Thu nh畉p trung b狸nh c畛a c叩c h畛 gia 狸nh tng ng動畛i tr棚n th畉 gi畛i c坦 畛 tu畛i tr棚n 60 d但n s畛 Millennial tr棚n kh畉p th畉 gi畛i L kho畉ng th畛i gian t畉p trung ch炭 箪 c畛a con ng動畛i, th畉p h董n th畛i gian c畛a m畛t con c叩 vng Source: B叩o c叩o Tomorrow Experience, Today c畛a KPMG Nghi棚n c畛u 54,233 ng動畛i ti棚u d湛ng ; 1,400 th動董ng hi畛u t畉i 14 qu畛c gia ph叩t hnh th叩ng 6/2018
  • 9. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 9 Uy t鱈n c畛a th動董ng hi畛u b畛 畉nh h動畛ng b畛i m畉ng x達 h畛i Chuy畛n t畛 c叩c k棚nh truy畛n th畛ng sang c叩c k棚nh Di 畛ng v Video S畉n ph畉m d畛ch v畛 c畉nh tranh kh畛c li畛t h董n 畛 ginh kh叩ch hng Kh叩ch hng y棚u c畉u m畛i th畛 Nhanh H董n, 畛t Ph叩 h董n Kh叩ch hng ngy nay c坦 th畛 truy c畉p th担ng tin 畛 so s叩nh s畉n ph畉m v d畛ch v畛 li棚n t畛c v y棚u c畉u t畛c 畛 d畛ch v畛 cao khi c坦 nhu c畉u Kh叩ch hng m畉t ni畛m tin vo c叩c b棚n trung gian v mu畛n b畉o m畉t th担ng tin t畛t h董n Kh叩ch hng y棚u c畉u s畉n ph畉m d畛ch v畛 c畉n ph畉i 董n gi畉n, d畛 s畛 d畛ng v tr畉i nghi畛m t畛t Source: KPMG International
  • 10. 10息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 61.7% 71.6% 78.7% 84.4% 88.6% 92.0% 2016 2017 2018f 2019f 2020f 2021f T畛 l畛 ng動畛i d湛ng smartphone t畉i Vi畛t Nam, 2016-2021f 50.6% 54.1% 57.5% 60.9% 63.4% 65.3% 2016 2017 2018f 2019f 2020f 2021f T畛 l畛 ng動畛i d湛ng internet t畉i Vi畛t Nam so v畛i d但n s畛, 2016-2021f Source: B叩o c叩o ph但n t鱈ch t畛 l畛 s畛 d畛ng internet v smartphone c畛a eMarketer L動u 箪: t畛 l畛 s畛 d畛ng internet 鱈t nh畉t 1 l畉n / th叩ng (b畉t k畛 畛 tu畛i, thi畉t b畛) ; T畛 l畛 s畛 h畛u smartphone v s畛 d畛ng smartphone 鱈t nh畉t 1 l畉n /th叩ng
  • 11. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 11 Ti畛n m畉t Th畉 ng但n hng Credit Apple Pay / Samsung pay V鱈 i畛n t畛 Ti畛n s畛 Nh畉n di畛n khu担n m畉t T動董ng t叩c Tr畛c ti畉p G畛i i畛n Online M畉ng x達 h畛i email Tin nh畉n Chat Video T動董ng t叩c Kh担ng d但y App 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 11
  • 12. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 12 V畉n chuy畛n hnh kh叩ch Xe C担ng C畛ng I G畛i Taxi | Xe m I T畛 L叩i I Vietnam Airline | H達ng M叩y Bay Qu畛c T畉 Taxi C担ng Ngh畛 | Xe m C担ng Ngh畛 | Chia S畉 V畛i Ng動畛i L畉 | M叩y Bay Gi叩 R畉 Grab, Vato, Go-jek Vs Truy畛n Th畛ng Vietjet Vs Vietnam Airlines Gi畉i tr鱈 & truy畛n th担ng Xem TV Tr棚n 1 Mn H狸nh | Thu棚 Bng 挑a | i Xem R畉p | 畛c B叩o Gi畉y | T畉p Ch鱈 N畛i Dung Theo Y棚u C畉u I Xem Video Tr畛c Tuy畉n, Tr畛c Ti畉p I B叩o M畉ng | M畉ng X達 H畛i T畉t C畉 Tr棚n Nhi畛u Thi畉t B畛 Kh叩c Nhau Netflix Vs Truy畛n H狸nh C叩p Vs R畉p Chi畉u Phim Spotify Vs Zing, 挑a CD Facebook, Vnexpress Vs B叩o Gi畉y Th畛i trang Theo D探i Xu H動畛ng Th畛i Trang Tr棚n T畉p Ch鱈 I May 畛 | Th畛i Trang N畛i 畛a | Mua 畛 Nh畉p Kh畉u Mua 畛 Tr畛c Tuy畉n I Th動董ng Hi畛u Qu畛c T畉 Th但m Nh畉p Trung T但m Th動董ng M畉i, Tr棚n Ph畛 I Mi畛n Ph鱈 畛i Hng Tr畉 Hng I H&M, Zara, Levis Vs Th動董ng Hi畛u N畛i 畛a Shop T畛 Ph叩t Tr棚n Facebook Trung T但m Bazaars i ch畛 i Ch畛 Truy畛n Th畛ng, Ch畛 T畛 Ph叩t Hng Ngy | Si棚u Th畛 Hng Tu畉n Tr畛 畛 n Si棚u Th畛 Nh畛 H董n G畉n Nh | C畛a Hng Ti畛n L畛i I i Ch畛 Online - Giao Hng T畉n N董i B叩ch H坦a Xanh, Bigc Mini, Circle K, Vinmart 3sach, Adayroi n u畛ng i n Nh Hng, Qu叩n n | Mua V畛 Nh G畛i Th畛c n Giao Hng | Nh畛 D畛ch V畛 Mua Gi炭p | Mcdonalds, KFC, Domino Grabfood, Deliverynow Gi叩o d畛c H畛c T畉i Tr動畛ng, Trung T但m, L畛p D畉y Th棚m H畛c Tr畛c Tuy畉n I Th畉y Gi叩o Online Qu畛c T畉: Youtube, Linkedin Learning, Udemy Vi畛t Nam: Unica, Codeberry, Kyna, Alada Ngy nayNgy tr動畛c Source: KPMG Analysis
  • 13. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 13 D畛ch v畛 ti ch鱈nh B叩n L畉 Ti棚u D湛ng B叩n L畉 Th動董ng M畉i D畛ch V畛 n u畛ng Gi畉i Tr鱈 Du L畛ch V畉n Chuy畛n i畛n / N動畛c Vi畛n th担ng Y T畉 B畉t 畛ng S畉n
  • 14. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 14 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 畛ng l畛c S畛 Ch炭 K畉t n畛i Th畛i gian Ti畛n b畉c Gi畛i t鱈nh Tu畛i t叩c Thu nh畉p T狸nh tr畉ng h担n nh但n D但n t畛c H畛c v畉n Nh但n kh畉u 畛a l箪 Ngh畛 nghi畛p v.v 6. Trung thnh 1. T狸m hi畛u 2. So S叩nh 3. Giao D畛ch 4. Nh畉n S畉n Ph畉m 5. S畛 d畛ng + + + 14
  • 15. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 15 畛ng l畛c c畛a kh叩ch hng C叩c 畉c i畛m d畉n d畉t hnh vi v k狸 v畛ng khi s畛 d畛ng d畛ch v畛. S畛 ch炭 箪 c畛a kh叩ch hng C叩c c叩ch h動畛ng s畛 ch炭 箪 v t畉p trung ch炭ng ta. K畉t n畛i c畛a kh叩ch hng C叩ch ch炭ng ta li棚n k畉t v畛i thi畉t b畛, th担ng tin v li棚n l畉c v畛i nhau. Th畛i gian c畛a kh叩ch hng C叩ch ch炭ng ta c但n b畉ng gi畛i h畉n th畛i gian v vi畛c 坦 thay 畛i qua c叩c s畛 ki畛n cu畛c s畛ng th畉 no T炭i ti畛n c畛a kh叩ch hng C叩ch ch炭ng ta i畛u ch畛nh chi ti棚u qua c叩c s畛 ki畛n cu畛c s畛ng 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 15
  • 16. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 16 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 C担ng ngh畛 Kinh T畉 X達 h畛i Ch鱈nh tr畛 Th畉 H畛 Boomers 1940 - 1965 Th畉 H畛 Gen X 1965 - 1980 Th畉 H畛 Millennial 1980 - 2000 Lazada & Tiki ra m畉t Vi畛tNam Chi畉n tranh ch畛ng M畛 k畉t th炭c L畛nh c畉m v畉n th動董ng m畉i t畛 M畛 Th畛i k畛 畛i m畛i b畉t d畉u Lu畉t doanh nghi畛p t動 nh但n Vi畛t Nam - ASEAN M畛 c畛a FDI i畛u ch畛nh gi叩 ti畛n t畛 th畉t b畉i d畉n 畉n si棚u l畉m ph叩t (775%) M畛 c畛a th畛 tr動畛ng ch畛ng kho叩n B畛nh vi畛n qu畛c t畉 畉u ti棚n (Ph叩p Vi畛t) D畛ch c炭m gia c畉m M畉ng x達 h畛i & iPhone M畉ng 3G Kh畛ng ho畉ng kinh t畉 ton c畉u Vi畛t Nam tham gia WTO Du l畛ch gi叩 r畉 - VietJet Tr動畛ng 畉i h畛c qu畛c t畉 畉u ti棚n (RMIT) Gi畉i th畛 tr畉i ki畛m so叩t hng h坦a S但n bay N畛i Bi m畛 c畛a M畉ng i畛n tho畉i di 畛ng Tivi mu Trung t但m th動董ng m畉i (Superbowl) & nh hng th畛c n nhanh (KFC) 畉u ti棚n Trung Qu畛c 動a gin khoan vo Vi畛t Nam M畛 th叩o b畛 l畛nh c畉m v畉n th動董ng m畉i B畉c-Nam ph但n c叩ch Chi畉n tranh Internet D畛 th畉o Lu畉t An Ninh M畉ng 動畛c th担ng qua Source: KPMG Analysis HoaK畛 M畛 動a qu但n vo Vi畛t Nam M叩y t鱈nh c叩 nh但n ra 畛i i畛n tho畉i kh担ng d但y ra 畛i Netflix ra m畉t Trump 畉c c畛 T畛ng th畛ng Tr畛c tuy畉n & bng th担ng r畛ng Kh畛ng ho畉ng kinh t畉 ton c畉u Iphone ra m畉t Obama 畉c c畛 Uber ra m畉t Facebook ra m畉t 畛 b畛 vo Afganistan & Iraq Kh畛ng ho畉ng dotcom 9/11 Google ra m畉t c担ng c畛 t狸m ki畉m B湛ng n畛 Dotcom Amazon ra m畉t Chi畉n tranh v湛ng v畛nh Kinh t畉 suy tho叩iC叩ch m畉ng c担ng ngh畛 畉i d畛ch AIDS Web ra m畉t AirBnB Uber & Grab vo VN 16
  • 17. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 17 Source: B叩o c叩o 5Mys 2018 c畛a KPMG 0 10 20 30 40 50 60 70 80 90 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 畛 tu畛i trung b狸nh Th畉 h畛 Baby Boom (1940-1965: th畉 h畛 動畛c sinh ra trong th畛i k畛 b湛ng n畛 d但n s畛) Th畉 h畛 X (1965-1980) Millenials (1980-2000) Th畛i th董 畉u Thanh thi畉u ni棚n Gia 狸nh tr畉 Gia 狸nh tr動畛ng thnh Ngh畛 h動uCon c叩i ra 畛 ri棚ng Th畛i th董 畉u Thanh thi畉u ni棚n Gia 狸nh tr畉 Gia 狸nh tr動畛ng thnh Ngh畛 h動uCon c叩i ra 畛 ri棚ng Th畛i th董 畉u Thanh thi畉u ni棚n Gia 狸nh tr畉 Gia 狸nh tr動畛ng thnh Ngh畛 h動uCon c叩i ra 畛 ri棚ng Thanh thi畉u ni棚n Sinh ra T畛t nghi畛p trung h畛c T畛t nghi畛p 畉i h畛c C担ng vi畛c 畉u ti棚n K畉t h担n L畉n 畉u ti棚n mua nh Con 畉u l嘆ng Con 畉u h畛c 畉i h畛c T畉t c畉 c叩c con t畛t nghi畛p 畉i h畛c Con 炭t r畛i nh Ngh畛 h動u Thanh thi畉u ni棚n Thanh thi畉u ni棚n Tweens Sinh ra Sinh ra T畛t nghi畛p trung h畛c T畛t nghi畛p 畉i h畛c T畛t nghi畛p trung h畛c T畛t nghi畛p 畉i h畛c C担ng vi畛c 畉u ti棚n K畉t h担n L畉n 畉u ti棚n mua nh Con 畉u l嘆ng Con 畉u h畛c 畉i h畛c T畉t c畉 c叩c con t畛t nghi畛p 畉i h畛c Con 炭t r畛i nh Ngh畛 h動u Giai o畉n h動畛ng th畛 C担ng vi畛c 畉u ti棚n K畉t h担n L畉n 畉u ti棚n mua nh Con 畉u l嘆ng Con 畉u h畛c 畉i h畛c T畉t c畉 c叩c con t畛t nghi畛p 畉i h畛c Con 炭t r畛i nh Ngh畛 h動u Con c叩i tr畛 v畛 Con c叩i tr畛 v畛 17
  • 18. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 18 H狸nh 畉nh h畛 tr畛 nh畛ng g狸 kh叩ch hng th畉y v s畛 d畛ng trong su畛t hnh tr狸nh K狸 v畛ng nh畛ng k狸 v畛ng, suy ngh挑 c畛a kh叩ch hng t畉i t畛ng i畛m t動董ng t叩c Hnh tr狸nh Th棚m kh叩ch hng m畛i cho ph但n kh炭c M畉 Tr畉 thu nh畉p trung b狸nh cao K棚nh c叩c k棚nh kh叩ch hng s畛 d畛ng t畉i t畛ng i畛m 6 y畉u t畛 tr畉i nghi畛m kh叩ch hng Y畉u t畛 no quan tr畛ng nh畉t t畉i t畛ng th畛i i畛m? vd: th畛i gian, d畛ch v畛, c畉m th担ng i畛m b畉t ti畛n v kho畉nh kh畉c quy畉t 畛nh n董i k狸 v畛ng c畛a kh叩ch hng kh担ng 動畛c 叩p 畛ng v c叩c khuy畉n ngh畛 thay 畛i Hnh tr狸nh c畉m x炭c nh畛ng c畉m x炭c m kh叩ch hng tr畉i qua t畉i t畛ng i畛m i畛m ti畉p x炭c i畛m t動董ng t叩c v畛i c担ng ty C畉m x炭c v suy ngh挑 suy ngh挑 c畛a kh叩ch hng trong su畛t hnh tr狸nh 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 18
  • 19. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 19 Gi叩 tr畛 kinh t畉 s畉 b畛 m畉t i khi tr畉i nghi畛m d畛ch v畛 kh担ng 叩p 畛ng 動畛c k畛 v畛ng c畛a kh叩ch hng, d畉n 畉n 叩nh m畉t doanh thu v th畛 ph畉n +1x -2x Khi c担ng ty 畉u t動 th畉p h董n ho畉c cao h董n m畛c c畉n thi畉t 畛 叩p 畛ng s畛 k畛 v畛ng c畛a kh叩ch hng, l畛i nhu畉n s畉 b畛 畉nh h動畛ng Source: KPMG International Gi叩 tr畛 kinh t畉 動畛c t畛i 動u khi k狸 v畛ng c畛a kh叩ch hng v tr畉i nghi畛m c畛a h畛 t狸m 動畛c i畛m chung Gi叩 tr畛 kinh t畉 s畉 b畛 m畉t i khi tr畉i nghi畛m c畛a kh叩ch hng v動畛t qu叩 k畛 v畛ng c畛a h畛, d畉n 畉n chi ph鱈 v畉n hnh 畛 m畛c cao h董n c畉n thi畉t
  • 20. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 20 L畛i nhu畉n trung b狸nh c畛a kh叩ch hng tng 39.8%, khi c叩c c担ng ty y畉u (-7.5%) C叩c c担ng ty hng 畉u v畛 tr畉i nghi畛m kh叩ch hng 畉t 動畛c tng tr動畛ng doanh thu 40.4% m畛i nm so v畛i trung b狸nh 6.1% Kh叩ch hng s畛 d畛ng d畛ch v畛 tr畛c ti畉p v Online th動畛ng c坦 gi叩 tr畛 v嘆ng 畛i cao h董n 30% so v畛i nh畛ng kh叩ch hng s畛 d畛ng 1 k棚nh duy nh畉t Sources: Aberdeen Group January 2018 84% kh叩ch hng trung thnh so v畛i 58% trung b狸nh ngnh
  • 21. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 21 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
  • 22. KPMG NEXT 2018 22息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved.
  • 23. 23息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Kh叩ch hng s畛 d畛ng m畛t ti kho畉n AmazonPrime 畛 動畛c 動u 達i tr棚n Amazon, AmazonGo, Wholefoods Kh叩ch hng i si棚u th畛 m畛t c叩ch ti畛n l畛i nh畉t v ti畉t ki畛m 動畛c r畉t nhi畛u th畛i gian Kh担ng c畉n mang theo ti畛n, ch畛 c畉n i畛n tho畉i Amazon thu th畉p th担ng tin kh叩ch hng (v.d. h畛 th鱈ch n g狸, h畛 vo si棚u th畛 bao l但u, h畛 hay mua g狸? Hay i ch畛 l炭c no?) 畛 cung c畉p tr畉i nghi畛m ri棚ng cho t畛ng kh叩ch hng D畛 li畛u gi炭p Amazon l畉p k畉 ho畉ch cung 畛ng ph湛 h畛p cho t畛ng c畛a hng Sources: Yotube video ; KPMG analysis 23
  • 24. 24息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Kh叩ch hng c坦 th畛 s畛 d畛ng 畛ng d畛ng 畛 tr畉 ti畛n v 畛i i畛m th動畛ng H畛 s董 kh叩ch hng H畛 th畛ng i畛m th動畛ng khuy畉n kh鱈ch kh叩ch hng chi nhi畛u h董n (10.000vnd = 1 pt) D湛ng app 畛 畉t xe, th畛c n giao t畉n nh, giao 畛 v thanh to叩n Kh担ng c畉n mang theo ti畛n, ch畛 c畉n i畛n tho畉i Grab thu th畉p th担ng tin kh叩ch hng (v.d. h畛 thu畛c ph但n kh炭c no? h畛 th鱈ch n g狸, i lm vo l炭c m畉y gi畛, 畛a i畛m th動畛ng i?) 畛 cung c畉p tr畉i nghi畛m ri棚ng cho t畛ng kh叩ch hng App l n畛n t畉ng duy nh畉t gi炭p Grab t動董ng t叩c, qu畉ng c叩o c叩c khuy畉n m達i m畛i v ph湛 h畛p cho t畛ng KH Kh叩ch hng qu畉n l箪 動畛c th担ng tin c畛a m狸nh v th担ng tin c畛a ng動畛i cung c畉p d畛ch v畛 ; 叩nh gi叩 hai chi畛u H畛 s董 ti x畉 /ng動畛i giao hng Sources: KPMG analysis 24
  • 25. 25息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Kh叩ch hng c坦 th畛 s畛 d畛ng 畛ng d畛ng 畛 tr畉 ti畛n H畛 s董 kh叩ch hng H畛 th畛ng i畛m th動畛ng khuy畉n kh鱈ch kh叩ch hng chi nhi畛u h董n (125 pt = 1 ly mi畛n ph鱈) D湛ng 畛ng d畛ng 畛 畉t n動畛c / th畛c n tr動畛c khi 畉n c畛a hng. Kh叩ch hng gi畉m th畛i gian ch畛. Tr畉i nghi畛m t畛t h董n Kh担ng c畉n mang theo ti畛n, ch畛 c畉n i畛n tho畉i Starbucks thu th畉p th担ng tin kh叩ch hng (v.d. h畛 thu畛c ph但n kh炭c no? h畛 th鱈ch u畛ng g狸, vo l炭c m畉y gi畛?) 畛 cung c畉p tr畉i nghi畛m ri棚ng cho t畛ng kh叩ch hng App l k棚nh c担ng c畛 gi炭p Starbucks t動董ng t叩c, qu畉ng c叩o c叩c s畉n ph畉m m畛i v ph湛 h畛p Sources: KPMG analysis 25
  • 26. 26息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. L h畛 sinh th叩i c畛a Nike v畛i c叩c ti畛n 鱈ch cho vi畛c t畉p luy畛n c畛a ng動畛i d湛ng, nh動 l動u l畛ch s畛 t畉p, o ch畛 s畛 s畛c kh畛e, Ch畛 c畉n mang theo i畛n tho畉i 畛 t畛 畛ng l動u k畉t qu畉 t畉p v c畉p nh畉p khuy畉n ngh畛 d畛a tr棚n v畛 tr鱈 Thu th畉p data th畛c t畉 c畛a kh叩ch hng v d湛ng cho R&D v sales (push notification, gi畛i thi畛u s畉n ph畉m, th動 m畛i s畛 ki畛n v.v) App l c担ng c畛 K畉t n畛i ng動畛i t畉p v畛i b畉n b竪 v c叩c chuy棚n gia th担ng qua c叩c th畛 th叩ch, m畉ng x達 h畛i T鱈nh c叩 nh但n h坦a cho ng動畛i d湛ng cao, c坦 th畛 i畛u ch畛nh t畉t c畉 c叩c t鱈nh nng, vd. bi t畉p 動畛c t湛y ch畛nh d畛a tr棚n i畛m m畉nh y畉u c畛a ng動畛i d湛ng Sources: KPMG analysis 26
  • 27. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 27 Hnh tr狸nh tng tr動畛ng 畛ng 畉u th畛 ph畉n TD MWG 40% MWG 43% 2016 2017 畛ng 畉u th畛 ph畉n i畛n m叩y MWG 16% MWG 2016 2017 283 S畛 c畛a hng B叩ch H坦a Xanh 325 412 687 1,102 1,946 2,894 US$Million Doanh thu tng b狸nh qu但n 56% 6 11 29 46 69 96 201220132014201520162017 L畛i nhu畉n sau thu畉 tng b狸nh qu但n 82% 14 12 40 75 147 249 201220132014201520162017 Doanh thu b叩n hng tr畛c tuy畉n tng b狸nh qu但n 94% MWG cam k畉t 畉t Kh叩ch hng lm trung t但m trong m畛i suy ngh挑 v hnh 畛ng c畛a m狸nh 1 trong 6 gi叩 tr畛 c畛t l探i c畛a c担ng ty - Th担ng i畛p c畛a Ch畛 t畛ch Nguy畛n 畛c Ti Source: MWG Annual report 2016,2017 ; Company Website 40 2016 2017 27息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved.
  • 28. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 2828息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved.
  • 29. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 29 Agenda Welcome1 209:00 - 09:05 5 min. T坦m t畉t h畛i th畉o v畛 chi畉n l動畛c2 409:05 - 09:20C. H畉o 15 min. T畉m quan tr畛ng c畛a vi畛c th畉u hi畛u kh叩ch hng3 609:20 - 09:50V滴 30 min. S畛 d畛ng c担ng ngh畛 畛 c畉i ti畉n tr畉i nghi畛m4 2109:50 - 10:15Ph炭c 25 min. Gi畉i lao5 10:15 - 10:45 30 min. Bi T畉p v畉 Hnh tr狸nh tr畉i nghi畛m kh叩ch hng6 2910:45 - 11:15Ph炭c & V滴 30 min. Chia s畉 v T畛ng k畉t7 3111:15 - 11:45Ph炭c & V滴 30 min.
  • 30. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 30 Hnh tr狸nh kh叩ch hng X叩c 畛nh t畉t c畉 c叩c i畛m ti畉p x炭c, i畛m b畉t ti畛n C叩c hnh 畛ng c畉i ti畉n L棚n danh s叩ch c叩c hnh 畛ng c畉i ti畉n ph湛 h畛p Ph但n Kh炭c Kh叩ch Hng T畛ng quan v畛 ph但n kh炭c kh叩ch hng v s畛 quan tr畛ng c畛a t畛ng nh坦m Customer lifetime value HighLow Segment sizeSegment sizeSmall BigSmallBig AssistanceneededAssistanceneeded Low Low High High Flexibility
  • 31. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. T狸m hi畛u So s叩nh Giao d畛ch Nh畉n s畉n ph畉m d畛ch v畛 S畛 d畛ng Gi畛i thi畛u / trung thnh i畛m ti畉p x炭c K棚nh s畛 d畛ng Tr畉i nghi畛m (t畛t / ko t畛t) Gi畉i ph叩p c畛a c担ng ty Google s畉n ph畉m So s叩nh gi叩 Kh担ng bi畉t sp Galaxy S9+ kh叩c v畛i Iphone X th畉 no? N棚n mua 畛 但u? Qu叩 nhi畛u th担ng tin Truy c畉p website MWG l畉n 畉u D湛ng th畛 i畛n tho畉i c畛a b畉n - Website - G畛i i畛n tho畉i - App - Tr畛c ti畉p Truy c畉p App Lazada, Hnam Mobile 畛 so s叩nh gi叩 t畉i sao Lazada ch畛 b叩n 18tr? Wow! Th畉t nhi畛u khuy畉n m達i gi叩 t畛 24tr ch畛 c嘆n 21tr hmm, c坦 l畉 n棚n suy ngh挑 th棚m, kh担ng c畉n g畉p Ti畉n hnh thanh to叩n - SMS Nh畉n 動畛c tin nh畉n v i畛n tho畉i h畛 tr畛 t畛 sales c畛a cty Wow! Cty ny th畉t chuy棚n nghi畛p T鱈ch h畛p video so s叩nh s畉n ph畉m tr棚n website B叩n b畉ng gi叩 畛i th畛 v cho kh叩ch hng l畛a ch畛n tr畉 th棚m cho d畛ch v畛 Gia tng ti畛n 鱈ch: Cho kh叩ch hng l畛a ch畛n 動畛c n但ng c畉p phi棚n b畉n m畛i trong 2 nm Quy tr狸nh c畛a kh叩ch hng
  • 32. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. T狸m hi畛u So s叩nh Giao d畛ch Nh畉n s畉n ph畉m d畛ch v畛 S畛 d畛ng Gi畛i thi畛u / trung thnh i畛m ti畉p x炭c K棚nh s畛 d畛ng Tr畉i nghi畛m (t畛t / ko t畛t) Gi畉i ph叩p c畛a c担ng ty - Website - G畛i i畛n tho畉i - App - Tr畛c ti畉p - SMS Quy tr狸nh c畛a kh叩ch hng
  • 33. 息 2018 KPMG Limited, KPMG Tax and Advisory Limited, KPMG Legal Limited, all Vietnamese limited liability companies and member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. 33 Thankyou! Nguy畛n Tu畉n H畛ng Ph炭c Gi叩m 畛c Chi畉n l動畛c Kh叩ch Hng & V畉n Hnh KPMG Thu畉 v T動 V畉n Vi畛t Nam v Campuchia Email: phuctnguyen@kpmg.com.vn Tel: +84937105539 Tr畉n Quang V滴 Ph坦 Gi叩m 畛c Chi畉n l動畛c Kh叩ch Hng & V畉n Hnh KPMG Thu畉 v T動 V畉n Vi畛t Nam v Campuchia Email: vutran@kpmg.com.vn Tel: +841222662992