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Customer Relationship Management —— Establishment and Maintenance of Customer Relationship (2nd Edition) Detailed Data Collection
Basic Introduction Title: Customer Relationship Management-Establishment and Maintenance of Customer Relationship (2nd Edition) Author: Su Publishing House: Tsinghua University Publishing House Publication Time: 20 10- 12- 1 Basic Information, Content Brief Introduction, Author Brief Introduction, Catalogue, Basic Information Version: 1 Pages:. Kloc-0/0- 12-6 includes the significance and content of customer relationship management, customer understanding, customer selection, customer development, customer information, customer classification, customer communication, customer satisfaction, customer loyalty, customer loss and recovery, etc. , clearly answered whether to choose customers, whether to classify customers, how to communicate with customers and so on. This book integrates theory with practice and cites many typical cases to match the contents of the chapters, which is easy to understand. It is not only suitable for teaching materials of management, economy and e-commerce related courses in colleges and universities, but also suitable for business people to read and refer to. This book is equipped with rich cases, and provides complete teaching courseware and auxiliary courseware. Author brief introduction Su, a professor at the School of Business Administration of Huaqiao University, a researcher at the Oriental Management Research Center, a visiting scholar at Tsinghua University Institute of Economics and Management, and a professor at longyan university. Mainly engaged in the teaching and research of business administration and public administration, completed 5 national and provincial scientific research projects, published 2 monographs and published more than 40 papers. Served as consultant for many enterprises and institutions, providing consultation, diagnosis, planning and training for * * *, schools, hospitals, banks, insurance, electricity, telecommunications, postal services, tobacco, etc. Part I Introduction to Customer Relationship Management Chapter 1 Significance and Content of Customer Relationship Management 31./definition of customer relationship 3 1.2 Significance of enterprise managing customer relationship 4 1.2 1 can reduce the cost of maintaining old customers and developing new customers. This 4 1.2.3 can bring sustainable profits to enterprises. 4 1.2.4 can promote incremental purchase and cross-purchase. 5 1.2.5 can improve customer satisfaction and loyalty. 6 1.2.6 can integrate various resources of enterprise's customer service. 6 1.3 Research contents of customer relationship management. 7 This chapter. Analysis of Starbucks' Customer Relationship 10 Part II Establishment of Customer Relationship Chapter II Customer Understanding 65438+ 05 2. 1 customer value 15 2. 1 profit source162.10.2 Customer aggregation effect 6544. Kloc-0/.4 Word-of-mouth value 64 households 20 2.3 Management of customers in various states 2 1 2.3. 1 Management of potential customers and target customers 2 1 2.3.2 Management of first-time customers 22 2.3.3 Management of repeat customers and loyal customers 23 Summary of this chapter 26 Thinking questions 26 Case analysis of customers, You are the president-the new business philosophy of Skyworth Group 27 Chapter III Customer Selection 29 3. 1 Why Customer Selection 29 3.66 Premise of Customer Loyalty 35 3. 1.4 Failure to select customers may lead to the ambiguity of enterprise positioning. Not conducive to establishing a distinct corporate image 37 3.2 What kind of customers to choose 39 3.2. 1 What kind of customers are "good customers" 40 3.2.2 Big customers are not equal to "good customers" 42 3.2.3 Small customers may be "good customers" 45 3.3 Five guiding principles for target customer selection 46 3.3.6438+. Select "good customers" 48 3.3.3 Select potential customers 48 3.3.4 Select "suitable customers" 5 1 3.3.5 Select customers with similar characteristics as "loyal customers" 55 Summary of this chapter 56 Thinking questions 58 Case analysis Rolex's customer selection 58 Chapter 4 Customer development14.65438+. Suitable product or service 62 4. 1.2 Suitable price conclusion1/2 Thinking about problems 1 13 Case study of Amway's customer development strategy 1 13 Chapter 3 Maintenance of customer relationship Chapter 5 Customer information+0. 75.5438+06438 Importance of customer information 50656666 5438+0 Customer information is the basis of enterprise decision 19 5.2 What information should we know about customers 120 5.2. 1 personal customer information 120 5.2.2 Enterprise customer information. +025 5.4 Manage customer information with customer database 126 5.4. 1 In-depth analysis of customer consumption behavior can be made with database 127 5.4.2 One-to-one marketing can be made with database 129 5.4.3 Automation of customer service and management can be realized with database/kloc-. The material warehouse can realize the dynamic management of customers/summary of this chapter 134 thinking 135 case analysis The First Bank of America: CRM supports "as you wish" 136 Chapter VI Classification of customers 139 6. 140 Why? 0 Different customers bring different values140 6.10.2 Enterprises must allocate different resources according to different values of customers1416.10.3 Customers with different values have different needs. Enterprises should meet the requirements of 143 6. 1.4 respectively. Customer classification is an effective way to communicate with customers. The premise of customer satisfaction 144 6.2 how to classify 145 6.2. 1 key customers 145 6.2.2 ordinary customers 146 6.2.3 small customers 146 6.3 how to manage all levels. 47 6.3.2 General customer management/KOOC-0/54 6.3.3 Small customer management/KOOC-0/56 Summary of this chapter/KOOC-0/6/KOOC-0/Case study on the classification of household financial card customers of Industrial Bank/KOOC-0/6/KOOC-0/Chapter VII Customer Communication/KOOC 2.2 communicate with customers through activities 173 7.2.3 communicate with customers through letters, telephones, internet, emails, blogs, call centers, etc. 174 7.2.4 communicate with customers through advertisements 176 7.2.5 communicate with customers through the public * * * communicate with customers through publicity and self-made promotional materials of enterprises 178 7.2.6 communicate with customers through packaging 179 7.3 communication channels between customers and enterprises/kloc 180 7.3.2 set up a suggestion box. Comments, cards, emails, etc. 18 1 7.3.3 Establish a system conducive to communication between customers and enterprises 18 1 7.4 Strategies for communication between enterprises and customers 182 7.4. 1 Implement different communication strategies for different customers/kloc-0. 5 7.4.3 Show sincerity to customers 186 7.5 How to handle customer complaints 187 7.5. 1 Reasons for customer complaints 187 7.5.2 Why should we pay attention to customer complaints 188 7.5.3 Handling customer complaints? Quality/KOOC-0/94 Summary of this chapter/KOOC-0/95 Thinking/KOOC-0/95 Case Analysis Communication between Dell and Customers/KOOC-0/95 Chapter VIII Customer Satisfaction/KOOC-0/998./KOOC-0/Concept and Concept of Customer Satisfaction/KOOC-0/998. 8. 1.2 the concept of customer satisfaction 200 8.2 the meaning of customer satisfaction 20 1 8.2. 1 customer satisfaction is a necessary condition for an enterprise to achieve long-term success 20 1 8.2.2 Customer satisfaction is the best means for an enterprise to beat its competitors. 202 8.2.3 Customer satisfaction is the basis for realizing customer loyalty. 202 8.3 Measurement of customer satisfaction 202. 10830000 1 price 205 8.4 Factors affecting customer satisfaction 205 8.4. 1 customer expectation 206 Meaning 2 3 8.5. 1 Grasp customer expectations 2 13 8.5.2 Improve customer perceived value 2 15 Summary of this chapter 232 Thinking questions 233 Case analysis The original Starbucks 233 Chapter 9 Customer loyalty 24 1 9. 1 Customer's Meaning Time 248 9.2.3 Customer's Price Sensitivity 248 9.2.4 Customer's Competition 5 Customer's Tolerance of Product Quality 249 9.2.6 What is the customer's purchase cost 249 9.3. 1 Important factors affecting customer loyalty 249 9. 3. 2 Customer satisfaction is an important factor affecting customer loyalty 249 9.3.2 How much benefits can customers get from loyalty 252 9.3.3 Customer trust and emotional factors 253 9.3.4 Customer satisfaction 257 9.4.2 Reward loyalty 260 9.4.3 Increase customers' trust and goodwill towards the enterprise 263 9.4.4. 4.7 Strengthen internal management to provide a solid guarantee for customer loyalty 270 9.4.8 Establish customer organizations, Stabilizing the customer team 272 Summary of this chapter 277 Thinking questions 278 Case analysis of customer relationship management in Thailand Oriental Hotel 278 Ⅳ Breakdown and recovery of customer relationship Chapter 10 Customer loss and recovery 28310/reasons for customer loss 283 10. 1 enterprise'/kloc Kloc-0/.2 Customer's own reasons 284 10.2 How to treat customer churn 28410.21Customer churn will have a great negative impact on enterprises 284 10.2.2 Some customer churn is inevitable 285438+/Kloc. 0.3 Take different attitudes towards different levels of customer churn. 286 668 10.4 Recovery strategies for lost customers. 287 10.4. 1 Investigate the reasons, alleviate the dissatisfaction with 287 10.4.2, and strive to recover 288. This chapter summarizes 290 thinking questions.
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