客户关系管理

图书标准信息

• 作者 田玲
• 出版社 北京交通大学出版社
• 出版时间 2018-01
• 版次 1
• ISBN 9787512134706
• 定价 36.00元
• 装帧 其他
• 开本 16开
• 纸张 胶版纸
• 页数 176页
• 字数 275千字

【内容简介】

本书介绍了客户关系管理的基本理论，以八百客公司开发的客户关系管理系统应用为基础配合相应的理论知识，将理论与实践相结合。使学生通过学习具备客户关系管理的基本知识、基本理论和初步的客户信息采集、分析、处理能力， 以及客户关系管理策划、实施的能力。

【作者简介】

田玲，在北京联合大学管理学院信息管理与电子商务系主讲专业核心课程《客户关系管理》《网络营销》和实训课程《营销策划》等课程，获得多项奖励。

【目录】

第一章

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