客户关系管理

**章 客户基本信息管理 ·················· 1 引导案例········································ 1 一、学习目标和实践任务 ·················· 2 二、基本知识 ································· 2 （一）客户关系管理的概念 ··········· 2 （二）客户关系管理的内涵 ··········· 3 （三）客户关系管理的作用 ·········· 10 （四）客户关系管理系统的 类型 ······························ 13 三、实践程序及内容 ······················· 15 （一）熟悉CRM 应用系统 ·········· 15 （二）客户信息管理 ··················· 16 （三）全局设置 ························· 17 四、分析与提高 ····························· 19 五、本章小结 ································ 20 六、思考与练习 ····························· 20 第二章 客户细分管理 ······················· 22 引导案例······································· 22 一、学习目标和实践任务 ················· 24 二、基本知识 ································ 24 （一）客户价值 ························· 24 （二）客户细分 ························· 33 （三）生命周期理论 ··················· 39 三、实践程序及内容 ······················· 41 （一）客户细分管理 ··················· 41 （二）客户细分报表管理 ············· 43 四、分析与提高 ····························· 44 五、本章小结 ································ 44 六、思考与练习 ····························· 44 第三章 客户保持管理 ······················· 46 引导案例······································· 46 一、学习目标和实践任务 ················· 47 二、基本知识 ································ 47 （一）客户流失 ························ 47 （二）客户保持 ························ 50 （三）客户投诉 ························ 54 三、实践程序及内容 ······················· 61 （一）创建业务机会 ·················· 61 （二）联络客户 ························ 62 （三）记录客户反馈意见 ············ 63 四、分析与提高 ····························· 64 五、本章小结 ································ 64 六、思考与练习 ····························· 65 第四章 客户满意和客户忠诚管理 ········ 66 引导案例 ······································ 66 一、学习目标和实践任务 ················· 67 二、基本知识 ································ 67 （一）客户满意 ························ 67 （二）客户忠诚 ························ 79 （三）追加销售与交叉销售 ········· 84 三、实践程序及内容 ······················· 87 （一）业务机会分析 ·················· 87 （二）客户反馈分析 ·················· 87 四、分析与提高 ····························· 90 五、本章小结 ································ 90 六、思考与练习 ····························· 90 第五章 客户关系管理与营销策略 ········ 92 引导案例 ······································ 92 一、学习目标和实践任务 ················· 93 二、基本知识 ································ 93 （一）营销观念的变迁及相关 概念 ······························ 93 （二）市场营销模块 ·················· 95 （三）销售管理模块 ·················· 97 （四）客户服务模块 ·················· 99 三、实践程序及内容 ······················ 101 目 录 II （一）企业开展营销活动的 思路 ····························· 101 （二）营销管理模块的使用 ········ 102 （三）销售目标模块的使用 ········ 104 （四）客户服务模块的使用 ········ 109 四、分析与提高 ···························· 111 五、本章小结 ······························· 111 六、思考与练习 ···························· 111 第六章 CRM 系统理论 ···················· 113 引导案例 ····································· 113 一、学习目标和实践任务 ················ 114 二、基本知识 ······························· 114 （一）CRM 系统的发展过程 ······ 114 （二）CRM 系统的概念 ············ 116 （三）CRM 系统的特征 ············ 117 （四）CRM 系统的结构 ············ 118 （五）CRM 系统的模块 ············ 121 三、分析与提高 ···························· 125 四、本章小结 ······························· 125 五、思考与练习 ···························· 125 第七章 CRM 相关技术 ···················· 128 引导案例 ····································· 128 一、学习目标和实践任务 ················ 130 二、基本知识 ······························· 131 （一）概述 ····························· 131 （二）呼叫中心技术 ················· 131 （三）数据库技术 ···················· 141 （四）数据挖掘技术 ················· 146 三、分析与提高 ···························· 151 四、本章小结 ······························· 151 五、思考与练习 ···························· 151 第八章 云计算与大数据 ··················· 154 引导案例 ·································· 154 一、学习目标和实践任务 ············· 155 二、基本知识 ···························· 156 （一）云计算概述 ················ 156 （二）云计算的服务模式 ······· 159 （三）典型云计算平台运行 机制 ························· 162 （四）大数据概述 ················ 162 （五）大数据系统 ················ 164 三、分析与提高 ························· 167 四、本章小结 ···························· 168 五、思考与练习 ························· 168