情境一 認(rèn)知客戶關(guān)系篇
項目一 走近客戶.................................................. 2
知識導(dǎo)圖......................................................................2
學(xué)習(xí)目標(biāo)......................................................................2
任務(wù)一 解讀客戶的定義................................................3
任務(wù)二 識別客戶的類型................................................6
任務(wù)三 理解客戶的價值..............................................12
項目理論知識測驗 .......................................................16
項目實訓(xùn)....................................................................17
補充閱讀....................................................................18
項目二 認(rèn)知客戶關(guān)系管理 ....................................20
知識導(dǎo)圖....................................................................20
學(xué)習(xí)目標(biāo)....................................................................20
任務(wù)一 解讀客戶關(guān)系.................................................21
任務(wù)二 理解客戶關(guān)系管理的內(nèi)涵.................................27
任務(wù)三 分析客戶關(guān)系管理的發(fā)展趨勢...........................34
項目理論知識測驗 .......................................................39
項目實訓(xùn)....................................................................40
補充閱讀....................................................................40
01
02 情境二 構(gòu)建客戶關(guān)系篇
項目三 識別潛在客戶 ......................................... 43
知識導(dǎo)圖....................................................................43
學(xué)習(xí)目標(biāo)....................................................................43
任務(wù)一 分析潛在客戶的來源 .......................................44
任務(wù)二 解析潛在客戶的尋找方式.................................52
任務(wù)三 明確潛在客戶.................................................57
項目理論知識測驗 .......................................................61
項目實訓(xùn)....................................................................62
補充閱讀....................................................................63
項目四 選擇目標(biāo)客戶 ......................................... 64
知識導(dǎo)圖....................................................................64
學(xué)習(xí)目標(biāo)....................................................................64
任務(wù)一 分析潛在客戶.................................................65
任務(wù)二 細分潛在客戶.................................................73
任務(wù)三 明確目標(biāo)客戶.................................................81
項目理論知識測驗 .......................................................84
項目實訓(xùn)....................................................................84
補充閱讀....................................................................85
項目五 溝通客戶需求 ......................................... 87
知識導(dǎo)圖....................................................................87
03
04
05 學(xué)習(xí)目標(biāo)....................................................................87
任務(wù)一 做好溝通準(zhǔn)備.................................................88
任務(wù)二 規(guī)劃客戶拜訪.................................................93
任務(wù)三 挖掘客戶需求的技巧 .....................................105
項目理論知識測驗 .....................................................114
項目實訓(xùn)..................................................................114
補充閱讀..................................................................115
項目六 完善客戶數(shù)據(jù)庫 .....................................116
知識導(dǎo)圖..................................................................116
學(xué)習(xí)目標(biāo)..................................................................116
任務(wù)一 建立客戶信息檔案.........................................117
任務(wù)二 實施客戶追蹤...............................................121
任務(wù)三 管理客戶信息...............................................125
項目理論知識測驗 .....................................................131
項目實訓(xùn)..................................................................132
補充閱讀..................................................................132
情境三 維護客戶關(guān)系篇
項目七 實施客戶服務(wù) ........................................135
知識導(dǎo)圖..................................................................135
學(xué)習(xí)目標(biāo)..................................................................135
任務(wù)一 識別客戶不滿...............................................136
任務(wù)二 處理客戶異議...............................................140
06
07 任務(wù)三 處理客戶投訴...............................................146
項目理論知識測驗 .....................................................155
項目實訓(xùn)..................................................................156
補充閱讀..................................................................156
項目八 恢復(fù)客戶關(guān)系 ........................................157
知識導(dǎo)圖..................................................................157
學(xué)習(xí)目標(biāo)..................................................................157
任務(wù)一 識別客戶流失...............................................157
任務(wù)二 挽回流失客戶...............................................161
項目理論知識測驗 .....................................................164
項目實訓(xùn)..................................................................165
補充閱讀..................................................................165
項目九 培養(yǎng)客戶忠誠度 .....................................166
知識導(dǎo)圖..................................................................166
學(xué)習(xí)目標(biāo)..................................................................166
任務(wù)一 認(rèn)知客戶忠誠度............................................167
任務(wù)二 實施客戶關(guān)懷...............................................169
任務(wù)三 提高客戶忠誠度............................................174
項目理論知識測驗 .....................................................178
項目實訓(xùn)..................................................................179
補充閱讀..................................................................179