情境一 認(rèn)知客戶(hù)關(guān)系篇
項(xiàng)目一 走近客戶(hù).................................................. 2
知識(shí)導(dǎo)圖......................................................................2
學(xué)習(xí)目標(biāo)......................................................................2
任務(wù)一 解讀客戶(hù)的定義................................................3
任務(wù)二 識(shí)別客戶(hù)的類(lèi)型................................................6
任務(wù)三 理解客戶(hù)的價(jià)值..............................................12
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .......................................................16
項(xiàng)目實(shí)訓(xùn)....................................................................17
補(bǔ)充閱讀....................................................................18
項(xiàng)目二 認(rèn)知客戶(hù)關(guān)系管理 ....................................20
知識(shí)導(dǎo)圖....................................................................20
學(xué)習(xí)目標(biāo)....................................................................20
任務(wù)一 解讀客戶(hù)關(guān)系.................................................21
任務(wù)二 理解客戶(hù)關(guān)系管理的內(nèi)涵.................................27
任務(wù)三 分析客戶(hù)關(guān)系管理的發(fā)展趨勢(shì)...........................34
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .......................................................39
項(xiàng)目實(shí)訓(xùn)....................................................................40
補(bǔ)充閱讀....................................................................40
01
02 情境二 構(gòu)建客戶(hù)關(guān)系篇
項(xiàng)目三 識(shí)別潛在客戶(hù) ......................................... 43
知識(shí)導(dǎo)圖....................................................................43
學(xué)習(xí)目標(biāo)....................................................................43
任務(wù)一 分析潛在客戶(hù)的來(lái)源 .......................................44
任務(wù)二 解析潛在客戶(hù)的尋找方式.................................52
任務(wù)三 明確潛在客戶(hù).................................................57
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .......................................................61
項(xiàng)目實(shí)訓(xùn)....................................................................62
補(bǔ)充閱讀....................................................................63
項(xiàng)目四 選擇目標(biāo)客戶(hù) ......................................... 64
知識(shí)導(dǎo)圖....................................................................64
學(xué)習(xí)目標(biāo)....................................................................64
任務(wù)一 分析潛在客戶(hù).................................................65
任務(wù)二 細(xì)分潛在客戶(hù).................................................73
任務(wù)三 明確目標(biāo)客戶(hù).................................................81
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .......................................................84
項(xiàng)目實(shí)訓(xùn)....................................................................84
補(bǔ)充閱讀....................................................................85
項(xiàng)目五 溝通客戶(hù)需求 ......................................... 87
知識(shí)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(hù)拜訪.................................................93
任務(wù)三 挖掘客戶(hù)需求的技巧 .....................................105
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .....................................................114
項(xiàng)目實(shí)訓(xùn)..................................................................114
補(bǔ)充閱讀..................................................................115
項(xiàng)目六 完善客戶(hù)數(shù)據(jù)庫(kù) .....................................116
知識(shí)導(dǎo)圖..................................................................116
學(xué)習(xí)目標(biāo)..................................................................116
任務(wù)一 建立客戶(hù)信息檔案.........................................117
任務(wù)二 實(shí)施客戶(hù)追蹤...............................................121
任務(wù)三 管理客戶(hù)信息...............................................125
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .....................................................131
項(xiàng)目實(shí)訓(xùn)..................................................................132
補(bǔ)充閱讀..................................................................132
情境三 維護(hù)客戶(hù)關(guān)系篇
項(xiàng)目七 實(shí)施客戶(hù)服務(wù) ........................................135
知識(shí)導(dǎo)圖..................................................................135
學(xué)習(xí)目標(biāo)..................................................................135
任務(wù)一 識(shí)別客戶(hù)不滿(mǎn)...............................................136
任務(wù)二 處理客戶(hù)異議...............................................140
06
07 任務(wù)三 處理客戶(hù)投訴...............................................146
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .....................................................155
項(xiàng)目實(shí)訓(xùn)..................................................................156
補(bǔ)充閱讀..................................................................156
項(xiàng)目八 恢復(fù)客戶(hù)關(guān)系 ........................................157
知識(shí)導(dǎo)圖..................................................................157
學(xué)習(xí)目標(biāo)..................................................................157
任務(wù)一 識(shí)別客戶(hù)流失...............................................157
任務(wù)二 挽回流失客戶(hù)...............................................161
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .....................................................164
項(xiàng)目實(shí)訓(xùn)..................................................................165
補(bǔ)充閱讀..................................................................165
項(xiàng)目九 培養(yǎng)客戶(hù)忠誠(chéng)度 .....................................166
知識(shí)導(dǎo)圖..................................................................166
學(xué)習(xí)目標(biāo)..................................................................166
任務(wù)一 認(rèn)知客戶(hù)忠誠(chéng)度............................................167
任務(wù)二 實(shí)施客戶(hù)關(guān)懷...............................................169
任務(wù)三 提高客戶(hù)忠誠(chéng)度............................................174
項(xiàng)目理論知識(shí)測(cè)驗(yàn) .....................................................178
項(xiàng)目實(shí)訓(xùn)..................................................................179
補(bǔ)充閱讀..................................................................179