---
name: 09-insight-khach-hang
description: Xay dung chan dung khach hang sau — Consumer vs Shopper, JTBD, hanh trinh mua hang, insight validation, internal monologue
metadata:
  version: 2.0.0
  category: strategy
triggers:
  - "insight khach hang"
  - "chan dung khach hang"
  - "phan tang khach hang"
  - "khach hang dang nghi gi"
  - "persona"
  - "customer journey"
output: File .md gom persona chi tiet, insight theo 4 giai doan, JTBD, hanh trinh khach hang, va phan tang hanh vi
related:
  - 08-nghien-cuu-doi-thu
  - 00-ke-hoach-mkt
  - 05-copy-quang-cao
  - 02-brief-chien-dich
  - 04-script-video
---

# 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 |
|------|---------------|----------------------|
| TikTok | Nhieu / Vua / It / Khong | |
| Facebook | | |
| Instagram | | |
| YouTube | | |
| Zalo | | |
| Google Search | | |
| Blog / Website | | |
| Email | | |
| Podcast | | |

---

## Hanh trinh khach hang (Customer Journey Map)

### Template hanh trinh

| Giai doan | Diem cham (Touchpoint) | Hanh vi | Suy nghi | Cam xuc | Rao can | Co hoi |
|-----------|----------------------|---------|----------|---------|---------|--------|
| **Nhan biet** | [Thay ads? Doc bai? Nghe ban gioi thieu?] | | | | | |
| **Tim hieu** | [Search Google? Xem review? Vao website?] | | | | | |
| **Can nhac** | [So sanh voi doi thu? Hoi ban? Doc comment?] | | | | | |
| **Quyet dinh** | [Nhan tin? Goi dien? Dat lich?] | | | | | |
| **Mua/Dung** | [Den cua hang? Thanh toan online? Trai nghiem?] | | | | | |
| **Sau mua** | [Hai long? Review? Quay lai? Gioi thieu?] | | | | | |

### Xac dinh "Moment of Truth"

| Moment | Mo ta | Hanh dong cua ban |
|--------|-------|-------------------|
| **Zero Moment (ZMOT)** | Khach search/hoi truoc khi den ban | SEO, review, noi dung giao duc |
| **First Moment (FMOT)** | An tuong dau tien khi gap san pham/dich vu | Hinh anh, bao bi, giao dien website, profile kenh |
| **Second Moment (SMOT)** | Trai nghiem thuc te khi dung | Chat luong dich vu, quy trinh, thai do nhan vien |
| **Ultimate Moment (UMOT)** | Khach chia se trai nghiem | Khuyen khich review, referral, UGC |

---

## Insight Validation — Kiem chung insight

Khong phai moi phat hien deu la insight. Mot insight that phai vuot qua 3 bai kiem tra:

### Bo 3 tieu chi

| Tieu chi | Cau hoi kiem tra | Dat / Khong dat |
|---------|-----------------|----------------|
| **TRUE (Dung)** | Phat hien nay co dua tren du lieu/quan sat thuc te khong? Hay chi la gia dinh? | |
| **TENSION (Cang thang)** | Co su mau thuan, kho xu, hoac nhu cau chua duoc giai quyet khong? | |
| **ACTIONABLE (Hanh dong duoc)** | Ban co the lam gi voi insight nay? No dan den content, san pham, hoac chien luoc cu the khong? | |

### Vi du kiem chung

| Phat hien | TRUE? | TENSION? | ACTIONABLE? | La insight? |
|-----------|-------|---------|-------------|-------------|
| "Phu nu 25–35 thich cham soc da" | Co, nhung qua chung | Khong co tension | Khong cu the | KHONG — qua chung chung |
| "Ho biet da minh xau di nhung do loi thoi tiet, khong nghi den routine" | Co — thay trong comment | Co — mau thuan giua nhan biet va hanh dong | Co — content giao duc de thay doi nhan thuc | CO — insight manh |
| "Ho muon di spa nhung so bi tu van ep mua them" | Co — review va inbox | Co — muon dich vu nhung so mat kiem soat | Co — cam ket khong upsell, gia minh bach | CO — insight manh |

---

## Internal Monologue (Doc hieu nay chua noi)

Khach hang khong bao gio noi thang nhung gi ho nghi. Phan nay ghi lai "giong noi ben trong":

### Template Internal Monologue

| Giai doan | Ho noi | Ho thuc su nghi | Y nghia cho ban |
|-----------|--------|-----------------|----------------|
| Awareness | "Binh thuong thoi ma" | "Sao nguoi ta dep the nhi? Minh co van de gi khong?" | Content cham nhe, khong ep |
| Consideration | "De xem cho nao tot" | "Nhieu qua, khong biet dau that dau gia, lo chon sai" | Content so sanh trung thuc, khong khoe |
| Conversion | "De suy nghi da" | "Muon lam nhung chua dam — so mat tien, so khong hieu qua" | Giam rui ro: trial, bao hanh, review that |
| Post-purchase | "Ok duoc" | "Khong biet co nen quay lai khong — chua ai hoi tham" | Follow-up, cham soc sau ban, uu dai quay lai |

### Nguon de capture Internal Monologue

| Nguon | Cach khai thac |
|-------|---------------|
| Comment tren post doi thu | Doc comment hoi, phan nan, khen — nhat la comment dai |
| Inbox/tin nhan cua ban | Cau hoi lap lai nhieu nhat = noi lo lon nhat |
| Review (Google, Shopee, Facebook) | Review 3 sao quy nhat — co ca khen va che |
| Group Facebook nganh | Bai hoi y kien, bai than thu, bai so sanh |
| Khao sat khach cu | Hoi mo: "Dieu gi khien ban do du truoc khi mua?" |

---

## Phan tang hanh vi (Behavioral Segmentation)

Vuot qua demographics — phan loai theo hanh vi thuc te:

### 6 chieu phan tang

| Chieu | Cach phan loai | Vi du phan khuc |
|-------|---------------|----------------|
| **Tan suat mua** | 1 lan / Lap lai / Thuong xuyen | Khach thu vs Khach quen vs Khach VIP |
| **Gia tri don** | Thap / Trung / Cao | Khach tiet kiem vs Khach san sang chi |
| **Kenh den** | Organic / Paid / Referral | Khach tu TikTok vs Khach tu ban be gioi thieu |
| **Hanh vi tuong tac** | Xem / Like / Comment / Mua | Follower tham lang vs Fan trung thanh |
| **Giai doan vong doi** | Moi / Dang dung / Ngung / Quay lai | Khach moi vs Khach churn vs Khach win-back |
| **Muc do trung thanh** | Chua trung thanh / Trung thanh / Advocate | Khach mua vi gia vs Khach mua vi brand |

### Bang phan tang hanh dong

| Phan khuc | Dac diem | Content phu hop | Kenh | Uu dai |
|-----------|---------|----------------|------|--------|
| Khach moi (chua mua) | Moi biet den, dang tim hieu | TOFU: giao duc, social proof | TikTok, Facebook, Google | Trial, dung thu |
| Khach da mua 1 lan | Da trai nghiem, chua quay lai | MOFU: gia tri them, case study | Zalo OA, Email | Uu dai lan 2 |
| Khach quay lai (2+) | Hai long, co thoi quen | Retention: doc quyen, VIP | Zalo, Email, Community | Loyalty tier |
| Khach VIP (5+) | Trung thanh, san sang gioi thieu | Referral: chuong trinh gioi thieu | 1:1, Event, Group VIP | Referral bonus |
| Khach churn | Da mua nhung ngung | Win-back: hoi ly do, uu dai dac biet | Email, SMS, Zalo | Comeback offer |

---

## Cross-reference

- Can biet doi thu dang nham vao ai? → Dung `08-nghien-cuu-doi-thu`
- Can viet content dua tren insight? → Dung `05-copy-quang-cao` hoac `04-script-video`
- Can xay hanh trinh khach hang day du? → Dung `02-brief-chien-dich`
- Can tinh ngan sach theo phan khuc khach hang? → Dung `10-tinh-kpi-nguoc`
- Can ke hoach tong the? → Dung `00-ke-hoach-mkt`

---

## Checklist chat luong

Truoc khi giao bao cao, kiem tra:

- [ ] Da phan biet Consumer vs Shopper — neu khac nhau, co chien luoc rieng cho tung nguoi
- [ ] Insight theo du 4 giai doan (Awareness, Consideration, Conversion, Retention)
- [ ] JTBD co du 3 tang: Functional, Emotional, Social
- [ ] Persona co du 4 phan: Demographics, Psychographics, Behaviors, Media Consumption
- [ ] Customer Journey co touchpoint, cam xuc, va rao can cu the — khong chung chung
- [ ] Moi insight da qua bo 3 tieu chi: TRUE, TENSION, ACTIONABLE
- [ ] Internal Monologue co du lieu ho tro (comment, inbox, review), khong phai tuong tuong
- [ ] Phan tang hanh vi vuot qua demographics — co hanh dong cu the cho tung phan khuc
- [ ] Khong co gia dinh thieu co so — moi ket luan phai co nguon hoac bang chung
- [ ] Output dan den hanh dong cu the (content, ads, san pham), khong chi mo ta
