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电大客户关系管理期末必备考试小抄
1.客户狭义的客户是是指产品和服务的最终使用者或接受者广义的客户要结合过程模型来理解,任何一个过程输出的接受者都是客户
2.客户按重要性可以分为普遍型、重要型、贵宾型
3.关系是指两个人或两组人中的一方对另一方的行为方式以及感觉状态
4.关系的特征行为特征、感觉特征
5.管理指在特定的环境下,对组织所拥有的资源进行有效地计划、组织、领导和控制,以便达成既定的组织目标的过程
6.CRM的含义它是一种商业管理策略,通过使企业组织、工作流程、技术支持和客户服务都以客户为中心来协调和统一与客户的交互行动,达到保留有价值客户,挖掘潜在客户,赢得客户忠诚,并最终获得客户长期价值的目的
7.CRM的理论体系包括三个方面CRM战略、CRM信息技术系统和CRM实施策略CRM策略CRMCRM营销策略 CRM实施CRM系统CRM营销策略CRM理念CRM铁三角客户关系管理首先是一种管理理念,其核心思想是将企业的客户包括最终客户、分销商和合作伙伴座位最重要的企业资源利用CRM系统,通过完善的客户服务和深入的客户分析来满足客户的需求,从而提高顾客满意,进而提高顾客忠诚,最终实现客户的终生价值最大化
8.客户关系管理的误区
9.客户资源对企业的价值体现
1.成本领先优势和规模优势
2.品牌价值
3.客户信息价值
10.客户关系管理的意义
11.CRM对企业的作用工作效率
6.资源共享
12.客户关系管理的动因
13.国内CRM实施误区“追求时髦”
4.对CRM不现实的期望
5.自力更生现象
14.顾客满意是一种心理活动,是顾客的需求被满足后的愉悦感,顾客满意的基础理论是心理学上的差距理论,即顾客感知价值与顾客预期的差距决定了顾客满意度顾客满意的三个要素
1.商品直接要素商品硬体和软体价值
2.服务直接要素
①店铺、店内的气氛
②销售员的待客态度
③售后、资讯服务
3.企业形象间接要素
①社会贡献活动
②环境保护活动
15.顾客满意的一般内容理念满意;行为满意;视听满意;产品满意;服务满意
16.客户期望是指市场上的顾客从各种渠道获得企业的产品、价格、服务等消息后在内心在对产品服务等形成一种“标准”,进而会对企业的行为形成一种期盼
17.影响客户满意的因素
1.产品质量性能、式样、寿命、核心产品
2.服务质量态度、技能、项目
18.引起顾客投诉的原因
19.顾客投诉对企业的意义
20.导致顾客流失的原因
21.顾客满意度测评的意义
1.调整企业经营策略,提高经营绩效
2.塑造新型企业文化,提升员工整体素质
3.促进产品创新,利于产品或服务的持续改进
4.增强企业竞争力
22.如何提高顾客满意度
23.顾客忠诚是指顾客满意后而产生的对某种产品、品牌或公司的信赖,维护和希望重复购买的一种心理倾向
24.顾客忠诚的衡量12510为关键指标.
25.顾客价值是顾客对产品属性、属性效能以及使用结果对实现顾客目标和初衷的促进或阻碍的感知偏好和评价
26.顾客的细分
1.按照客户与企业的关系进行细分一般客户企业客户内部客户渠道分销商和代理商
2.按顾客价值细分有VIP客户约1%主要客户约4%普通客户约15%小客户80%
27.顾客价值分析的主要步骤
28.如何抓住有价值的客户
29.CRM系统的特点综合性;集成性;智能化;高技术含量
30.CRM的三个层次界面层协作型CRM功能层操作型支持层分析型CRM
31.呼叫中心是指充分利用通信网和计算机网的多项功能的集成,与企业各业各渠道连成一个完整的综合信息服务系统,能有效、高速地为用户提供各种服务
32.呼叫中心的作用
33.CRM系统的模块销售自动化;营销自动化;客户服务与支持和商业智能
34.销售自动化的主要功能账户管理;联系人管理;销售机会管理;活动管理
35.数据是为反映客观世界中的某一个事件而记录的可以鉴别的数字或符号,如数字、文字、图形、图像、声音等
36.数据的分类
1.通过数据来源分内部来源数据;外部来源数据
2.按照数据采集渠道分电子邮件;电话语音;文字交谈;多媒体数据
3.按照企业不同部门市场销售服务的用途分客户数据;销售数据;服务数据
4.根据CRM系统的特殊需要对数据分描述性数据;促销活动数据;交易数据
37.数据仓库是一个用以更好地支持企业或组织的决策分析处理的、面向主题的、集成的、不可更新的、随时间不断变化的数据集合
38.数据仓库的特征面向主题;集成;相对稳定;反映历史变化
39.数据挖掘是从大量的不完全的、有噪声的、模糊的、随机的数据中,提取隐含其中的、人们事先不知道的、具有潜在价值的信息和知识的过程
40.聚类按照对象属性的相似性将他们分为若干个组成类别的方法(对样品/指标进行分类)
41.关联若干个或多个变量的取值之间存在某种规律性,就成为关联
42.关系营销是指企业为实现盈利目标,建立、维持和促进与顾客及其其他伙伴之间的关系,以实现参与各方的目标,从而形成一种兼顾各方长期利益关系的营销方式
43.4P:产品Product价格Price地点Place促销promotion4C顾客价值Customers顾客成本Cost顾客方便Convenient顾客沟通Communication
44.一对一营销是指企业根据客户的特殊需求来相应地调整自己的经营策略的行为
45.一对一营销的核心以顾客份额为中心,通过与每个顾客的互动对话,与客户逐一建立持久、长远的双赢关系,为客户提供定制化的产品
46.一对一营销的核心理念顾客份额;顾客终生价值;顾客等级;学习型关系
47.一对一营销的实施
1.第一步识别企业的顾客
2.第二步对顾客进行差异化分析
3.第三步与顾客沟通
4.第四步定制服务
48.一对一营销的价值
1.j交叉销售大大增加2降低客户游离程度,增加客户忠诚度
3.交易成本降低,服务周期缩短
4.客户满意度提高,建立品牌效应
49.数据库营销是指企业通过CRM系统搜集和积累消费者的大量信息,经过处理后预测消费者有多大可能性去购买某种产品,以及利用这些信息给产品以精确定位,有针对性地制作营销信息,以达到说服消费者去购买某种产品的目的
50.数据库营销过程
51.直复营销是一种为了在任何地方、任何时间产生可度量的反映和达成交易而使用的一种或多种广告媒体相互作用的市场营销体系
52.直复营销的特点直复营销降低了整体顾客成本;互动性;目标群预选;鼓励顾客回复;直复营销较少受到时间和空间的限制;可测性
53.业务流程是指企业输入各种资源、以客户需求为起点,到企业创造出客户满意的产品或服务、实现价值为终点的一系列活动
54.支持CRM发挥作用的企业文化通常具有的共同点树立让客户100%满意的企业价值观;实现内部资源和外部资源的综合管理;“一对一”的文化;客户资源是企业最重要的资产;“大客户”文化
55.CRM评估指标的原则
56.数据库营销的战略意义请您删除一下内容,O∩_∩O谢谢!!!2015年中央电大期末复习考试小抄大全,电大期末考试必备小抄,电大考试必过小抄Shanghai’sSuzhouCreekhaswitnessedmuchofthecity’shistory.ZhouWentingtravelsthisstoriedbodyofwaterandfindsitsmostfascinatingspots.SomeluckycitiescanboastagreatbodyofwaterlikeLondonwiththeriverThamesandPariswiththeriverSeine.Shanghaiisprivilegedenoughtohavetwogreatbodiesofwater:HuangpuRiverandSuzhouCreek.HuangpuRiverbecamefamouswhencolonistsestablishedclustersofgrandbuildingsonitsbanksonwhatbecameknownasthebund.TodaythebundoverlooksthebreathtakingskylineofLujiazuifinancialdistrict.Shanghai’sotherbodyofwaterhoweverSuzhouCreekhasbeensomewhatovershadowed.SuzhouCreeklinkstheinlandcitiesofJiangsuprovincewithShanghai.WhentheBritishcolonistswhoarrivedinthecityafteritwasopenedasacommercialportin1843foundtheycouldreachSuzhouJiangsuprovinceviathecreektheynameditSuzhouCreek.Thankstoitslocationalargeamountofcargoandtravelersweretransportedviathecreekbeforeraillinkswereestablished.Butafteracenturyofbeingutilizedasawaterwaytotransportgoodsandlaborthecreekgrewdarkandsmelly.Industrialfactorieswereestablishedalongthebanks.Inthe1990sitbecameakeytaskofthecitygovernmenttocleanthecreek.SuzhouCreekwhichsnakes17kmfromtheiconicWaibaiduBridgedowntowntotheouterringroadinwestShanghaimapsthechangingperiodsofthecity’shistoryincludingtheimprintsoftheconcessionsthebeginningofindustrializationandtheimprovementinpeople’slivingconditions.WheretheBundbeganIn-betweentheshoppingstreetofEastNanjingRoadandtheBundareaclusterofstreetsthatgivemetheillusionthatIamnolongerinmodernShanghai.Thestreetsarenarrowandoldandcriss-crosseachother.AnyoldresidentialhousemayturnouttobeaformerofficeoftheBritishconstructedinthe1880s.Pawnshopsandhardwarestoresthatarehardtofindelsewhereareplentifulhere.ThisareaattheconfluenceofHuangpuRiverandSuzhouCreekiscalledtheBundOrigin.Countlesstourbusesstopatthesiteeverydayandvisitorsfromaroundtheworldgetofftoseethisplacethestartingpointoftheconcessionsinthecity.Itallstartedin1872whentheformerBritishConsulateGeneralwasconstructedandtheBundbeganitstransformationintoanthefinancialstreetoftheEast.Nowthesiteoftheformerconsulateiscalled“No1Waitanyuan”whichtranslatesto“theBundOrigin”tohonoritsbeginnings.TheentirecomplexofthishistoricalsitecomprisesoffivebuildingstheformerBritishConsulateGeneraltheofficialresidenceoftheconsultheformerUnionChurchthechurchapartmentsandtheformerShanghaiRowingClub.Thesizeofthecourtyardisequivalenttothatoffourstandardsoccerfields.Thebuildingoftheformerconsulateisatwo-storeymasonrybuildingonanH-shapedplanintypicalEnglishrenaissance style.Thebuildingisdesignedwithafive-archverandahonthegroundfloorwitharaisedterracefacingthegardenwhilethefacadefeaturesanentryporticobeneathacolonnadedloggia.Ithasbeenturnedintoacaféwheredinnerandafternoon tea areavailable.Visitorscanchoosetositindoorsoroutdoorstoenjoythemagnificentgardenswithnearly30ancienttrees.YuanmingyuanRoadbehindthecomplexisalsoahistoricalsite.Theroadhasbeenrevampedasapedestrianshoppingstreetandhigh-endbrandshaveseizedthebestspots.Altogether14oldbuildingsincludingthoseusedforofficesandresidencesconstructedduring1920sand1930sremain.Todayitisapopularlocationforcommercial fashion photoshoots.NewTian’anChurchorUnionChurchstandsattheintersectionofYuanmingyuanRoadandSuzhouCreek.ThechurchdesignedinthestyleoftheEnglishcountrysidehasacapacityof500people.Itwasverypopularduringtheconcessionperiodbutwasconvertedintofactoryofficesafter
1949.Thechurchweseetodayisareplicatheoriginalburneddownin
2007.ThereusedtobeanoutdoorswimmingpoolthefirstofitskindinShanghaibesidethechurchbuthasbeenfilled-inandisnowasmallgarden.BridgeofromanceThereisperhapsnootherplacethat’smorerepresentativeofShanghaithanthisbridgewhichappearsinquitealotof moviesaboutthecity.Dozensofcouplesvisiteverydaytoposefortheirpre-weddingphotosonthebridgewhereSuzhouCreekbeginsandinterconnectswithHuangpuRiver.ThisisWaibaiduBridgeortheGardenBridge.Thesoon-to-be-wedcouplesposeinsplendidattireonthebridgeleaningagainsttherailingorsittingonthewoodenfloor.Someevenriskwalkingintothemiddleoftheroadtogettheperfectshot.Colorfullightsilluminatethebridgethroughoutthenightmakingitapicturesqueplaceforpre-weddingportraitsandloverstomeet.Constructedin1873anddesignedbyaBritishcompanythe106-meter-longbridgewasthefirst-evermajorbridgeinShanghai.In1856thefirstlargewoodenbridgeWellsBridgewasbuiltoverSuzhouCreekbutthebridgetollledtocomplaintsfromcitizens.So17yearslateranotherwoodenbridgewhichdidnotrequiretollswasbuilt.PeoplecalleditWaibaiduwhichmeans“goingacrossforfree”.Thebridgewasrenovatedasasteeltrussstructurein
1907.Becausenearly40bridgeshavenowbeenbuiltoverSuzhouCreekthebridgeisnolongeratrafficarterybutismoreofanobservationdeckfortourists.ItisatraditioninShanghaiforagrandmothertowalkacrossabridgewiththeirgrandchildwhenheorshereachesonemonth.Thisrepresentsthatthenewbornhasovercomeallthetwistsandturnsanditsjourneywillbesafeandsmooththroughouthisorherlife.WaibaiduBridgeisalwaysthebestoptionbecauseit’stheiconofShanghai.Thepictureofmydaughterwhenshewasababyheldbyhergrandmotherwasalsotakenhere.It’slikeafamilytraditionsaysWangXuefenaShanghainativewhohasanewborngrandson.ChangningRiversideThereisa5-kmstretchofwaterfrontbySuzhouCreekinChangningdistrictonChangningRoadfromtheintersectionofHamiRoadtoJiangsuRoad.Ithasbecomeapopularplacetotakeawalkandsunbatheonthelawn.ThereisanoverpassattheintersectionofChangningRoadandGubeiRoadforpeopletoenjoytheviewofthecreekanda3-kmplasticrunwayonbothsidesofChangningRoadwhichattractspeopleofallagesChineseandexpat.JoggingonthetwosidesgivesadifferentfeelingbecausethenorthsideisnexttothecreekandthesouthsideisadjacenttotheresidentialhighriseswhichislikejogginginthejunglesaysXiaoXua27-year-oldwomanwholivesnearby.Theriversideusedtobecompletelydifferent.Dozensoftextilemillschemicalplantsandmachinemanufacturingfactoriesweresetupalongthecreekinthe1920s.Theybroughtindustrializationbutalsopollution.Fromthe1930sthecreekcouldnolongerbeusedasasourcefortapwaterandnolivingfishorshrimpcouldbefound.SuzhouCreekinmymemoryisdarkandsmelly.IusedtogototheriverbanktowatchthesewagedisposalrunningoutfromthechemicalplantswhenIwasalittlegirl.Wedidn’tknowitwaspollution.WethoughtitwasaredwaterfallsaysHuangQia57-year-oldShanghairesident.Sotheresidentialhousesalongthecreekwereunpopularandonlymigrantswithlowincomeswouldliveinthatareashesays.Howeverthingshavechanged.Theplantswereclosedandturnedintoriversideparksandtheapartmentsinthenewhighrisesespeciallythosefacingthecreekaremuchsoughtafter.EastChinaUniversityofPoliticalScienceandLawThisisthefamousformerSaintJohn’sUniversityChina’sfirst-evermoderninstitutionofhighereducationestablishedbymissionariesfromtheUnitedStatesin
1879.ThebuildingscombineChineseandWesternelements.Address:1575WanhangduRoadChangningdistrictTheoldresidentialareaAfteryouleavetheuniversityfromitseastgateyouwillenterashabbyneighborhoodthatretainsitsoriginallook.Thealleysarenarrowandthehousesareovercrowded.Somethingshavenotchangedformanygenerationssuchasraisingchickensathome.Address:WestGuangfuRoadMoganshanRoadThisisan artsystreetthathasbecomeverypopularamongartistsandfashionistasinrecentyears.Graffiticoversthewallsonthewindingstreetwhereyoucanfindaclusterofartgalleriesandcreativeindustryoffices.SihangWarehouse Fourbanksjointlyfundedtheconstructionofthiswarehousesoitisnamedsihangorfourbanks.Thewarehousebuiltin1931wasusedforthestorageoffoodfirst-aidsuppliesandammunitionduringtheyearsofwar.ThebuildingwhichisalsoamasterpieceleftbytheHungarianarchitectLaszloHudecinthe1930shasbeenrecentlytransformedintoacenterofcreativeindustryworkshops.Address:1GuangfuRoadZhabeidistrict。