**章 客戶基本信息管理 ·················· 1 引導案例········································ 1 一、學習目標和實踐任務 ·················· 2 二、基本知識 ································· 2 （一）客戶關系管理的概念 ··········· 2 （二）客戶關系管理的內涵 ··········· 3 （三）客戶關系管理的作用 ·········· 10 （四）客戶關系管理系統的 類型 ······························ 13 三、實踐程序及內容 ······················· 15 （一）熟悉CRM 應用系統 ·········· 15 （二）客戶信息管理 ··················· 16 （三）全局設置 ························· 17 四、分析與提高 ····························· 19 五、本章小結 ································ 20 六、思考與練習 ····························· 20 第二章 客戶細分管理 ······················· 22 引導案例······································· 22 一、學習目標和實踐任務 ················· 24 二、基本知識 ································ 24 （一）客戶價值 ························· 24 （二）客戶細分 ························· 33 （三）生命周期理論 ··················· 39 三、實踐程序及內容 ······················· 41 （一）客戶細分管理 ··················· 41 （二）客戶細分報表管理 ············· 43 四、分析與提高 ····························· 44 五、本章小結 ································ 44 六、思考與練習 ····························· 44 第三章 客戶保持管理 ······················· 46 引導案例······································· 46 一、學習目標和實踐任務 ················· 47 二、基本知識 ································ 47 （一）客戶流失 ························ 47 （二）客戶保持 ························ 50 （三）客戶投訴 ························ 54 三、實踐程序及內容 ······················· 61 （一）創建業務機會 ·················· 61 （二）聯絡客戶 ························ 62 （三）記錄客戶反饋意見 ············ 63 四、分析與提高 ····························· 64 五、本章小結 ································ 64 六、思考與練習 ····························· 65 第四章 客戶滿意和客戶忠誠管理 ········ 66 引導案例 ······································ 66 一、學習目標和實踐任務 ················· 67 二、基本知識 ································ 67 （一）客戶滿意 ························ 67 （二）客戶忠誠 ························ 79 （三）追加銷售與交叉銷售 ········· 84 三、實踐程序及內容 ······················· 87 （一）業務機會分析 ·················· 87 （二）客戶反饋分析 ·················· 87 四、分析與提高 ····························· 90 五、本章小結 ································ 90 六、思考與練習 ····························· 90 第五章 客戶關系管理與營銷策略 ········ 92 引導案例 ······································ 92 一、學習目標和實踐任務 ················· 93 二、基本知識 ································ 93 （一）營銷觀念的變遷及相關 概念 ······························ 93 （二）市場營銷模塊 ·················· 95 （三）銷售管理模塊 ·················· 97 （四）客戶服務模塊 ·················· 99 三、實踐程序及內容 ······················ 101 目 錄 II （一）企業開展營銷活動的 思路 ····························· 101 （二）營銷管理模塊的使用 ········ 102 （三）銷售目標模塊的使用 ········ 104 （四）客戶服務模塊的使用 ········ 109 四、分析與提高 ···························· 111 五、本章小結 ······························· 111 六、思考與練習 ···························· 111 第六章 CRM 系統理論 ···················· 113 引導案例 ····································· 113 一、學習目標和實踐任務 ················ 114 二、基本知識 ······························· 114 （一）CRM 系統的發展過程 ······ 114 （二）CRM 系統的概念 ············ 116 （三）CRM 系統的特征 ············ 117 （四）CRM 系統的結構 ············ 118 （五）CRM 系統的模塊 ············ 121 三、分析與提高 ···························· 125 四、本章小結 ······························· 125 五、思考與練習 ···························· 125 第七章 CRM 相關技術 ···················· 128 引導案例 ····································· 128 一、學習目標和實踐任務 ················ 130 二、基本知識 ······························· 131 （一）概述 ····························· 131 （二）呼叫中心技術 ················· 131 （三）數據庫技術 ···················· 141 （四）數據挖掘技術 ················· 146 三、分析與提高 ···························· 151 四、本章小結 ······························· 151 五、思考與練習 ···························· 151 第八章 云計算與大數據 ··················· 154 引導案例 ·································· 154 一、學習目標和實踐任務 ············· 155 二、基本知識 ···························· 156 （一）云計算概述 ················ 156 （二）云計算的服務模式 ······· 159 （三）典型云計算平臺運行 機制 ························· 162 （四）大數據概述 ················ 162 （五）大數據系統 ················ 164 三、分析與提高 ························· 167 四、本章小結 ···························· 168 五、思考與練習 ························· 168