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互聯(lián)網(wǎng)的迅猛發(fā)展使人類進入了數(shù)字化、信息化、網(wǎng)絡化、全球化的時代，其滲透社會、

經(jīng)濟生活中的各個領域。在這樣一個大環(huán)境下，客戶關系管理思想和軟件得到了眾多企業(yè)的

重視、認可和應用；客戶關系管理，這門伴隨著電子商務和信息技術發(fā)展而誕生的具有很強

實踐性的新學科，正是研究客戶的新的營銷理論，已經(jīng)受到了廣泛關注和認可。對企業(yè)來說，

要提高自身的核心競爭力，就應當擁有掌握客戶關系管理知識和技能的人才。

客戶關系管理的理論基礎是關系營銷、數(shù)據(jù)庫營銷、一對一營銷、服務營銷等營銷理論。

客戶關系管理是企業(yè)為提高核心競爭力，達到競爭取勝、快速成長的目的，樹立以客戶為中

心的發(fā)展戰(zhàn)略，并在此基礎上開展的包括判斷、選擇、爭取、發(fā)展和保持客戶所需實施的全

部商業(yè)過程；是企業(yè)以客戶關系為重點，通過開展系統(tǒng)化的客戶研究，優(yōu)化企業(yè)組織體系和

業(yè)務流程，提高客戶滿意度和忠誠度，提高企業(yè)效率和利潤水平的工作實踐；也是企業(yè)在不

斷改進與客戶關系相關的全部業(yè)務流程，最終實現(xiàn)電子化、自動化運營目標的過程中，所創(chuàng)

造并使用的先進信息技術、軟硬件和優(yōu)化的管理方法、解決方案的總和。

客戶關系管理課程是電子商務和信息管理專業(yè)本科的專業(yè)課，是學習客戶關系管理理論

和實踐的一門課程，是一門強調理論聯(lián)系實際、注重理論運用和實際操作的課程。目的是使

學生了解客戶關系管理學的最新進展，系統(tǒng)理解客戶關系管理的理論、方法與策略，掌握客

戶關系管理的思想與工作技能。

本書以培養(yǎng)學生專業(yè)核心能力之一客戶關系管理的策劃、組織、實施、管理能力為

目標，主要介紹客戶關系管理理論產生的背景，市場份額競爭與顧客份額競爭的相關策略及

其關系，客戶關系管理理論的系統(tǒng)架構，客戶關系管理的理念，客戶收益性分析與客戶細分

及其管理策略，客戶獲取、客戶維持、客戶升級等管理策略，客戶流失分析與對策，客戶數(shù)

據(jù)倉庫與數(shù)據(jù)挖掘及數(shù)據(jù)挖掘主要方法在客戶關系管理中的應用等，注重從事客戶關系管理

人員必須具備的基本能力和職業(yè)素質的訓練。

本書以八百客公司開發(fā)的客戶關系管理系統(tǒng)應用為基礎，配合相應的理論知識，將理論

與實踐相結合，使學生通過學習具備客戶關系管理的基本知識、基本理論和初步的客戶信息

采集、分析、處理能力，以及客戶關系管理策劃、實施的能力。

第一章 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(tǒng)的

類型 ······························ 13

三、實踐程序及內容 ······················· 15

（一）熟悉CRM 應用系統(tǒng) ·········· 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(chuàng)建業(yè)務機會 ·················· 61

（二）聯(lián)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(yè)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(yè)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(tǒng)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(tǒng)的發(fā)展過程 ······ 114

（二）CRM 系統(tǒng)的概念 ············ 116

（三）CRM 系統(tǒng)的特征 ············ 117

（四）CRM 系統(tǒng)的結構 ············ 118

（五）CRM 系統(tǒng)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(shù)據(jù)庫技術 ···················· 141

（四）數(shù)據(jù)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(shù)據(jù) ··················· 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(shù)據(jù)概述 ················ 162

（五）大數(shù)據(jù)系統(tǒng) ················ 164

三、分析與提高 ························· 167

四、本章小結 ···························· 168

五、思考與練習 ························· 168