What Is Electronic Customer Relationship Management?
This book systematically elaborates the basic concepts and basic theories of e-commerce customer relationship management, and explains the contents of e-commerce customer information management, e-commerce customer satisfaction management, e-commerce customer loyalty management, and e-commerce customer service management. Implementation method; analyzes the construction of e-commerce customer relationship management system and the construction of e-commerce customer call center from a practical perspective; expounds the integration technology of CRM, ERP, and SCM from the perspective of enterprise application. [1]
E-commerce customer relationship management
- "Twelfth Five-Year Plan" textbooks for e-commerce majors in colleges and universities. This book is informative and well-structured. It focuses on the combination of theory and practice, and is equipped with vivid cases to help readers understand the knowledge.
- This book can be used as a textbook for undergraduates majoring in e-commerce, marketing, and business management in colleges and universities, as well as a reference book for staff engaged in e-commerce related research.
- "Chapter 1 Overview of E-commerce Customer Relationship Management 1
- Introduction 2
- 1.1 The basis of customer relationship management 2
- 1.1.1 Definition of Customer Relationship Management 2
- 1.1.2 The role of customer relationship management 4
- 1.1.3 Customer Value 5
- 1.1.4 Customer Service 7
- 1.1.5 Customer retention 8
- 1.2 Customer Characteristics of the E-commerce Environment 10
- 1.2.1 Features of the E-commerce Environment 10
- 1.2.2 Psychological Characteristics of Customers in the E-commerce Environment 15
- 1.3 E-commerce Customer Relationship Management 16
- 1.3.1 Characteristics of E-commerce Customer Relationship Management 16
- 1.3.2 Contents of E-commerce Customer Relationship Management 19
- 1.4 Typical Case Study 22
- Case study 23 [2]
- Chapter Summary 24
- Exercises In This Chapter 24
- Chapter 2 E-Commerce Customer Information Management 27
- Introduction 28
- 2.1 Basic Concepts of Customer Information Management 28
- 2.1.1 Customer Information 28
- 2.1.2 Contents of Customer Information Management 30
- 2.2 Collection of E-commerce Customer Information 30
- 2.2.1 Ways to Collect E-Commerce Customer Information 30
- 2.2.2 Methods of Collecting E-commerce Customer Information 33
- 2.3 Building a Customer Database 36
- 2.3.1 Managing Customer Information Using a Customer Database 36
- 2.3.2 Establishing a Customer Database 38
- 2.4 Sorting of E-commerce Customer Information 41
- 2.4.1 Necessity of E-commerce Customer Information Arrangement 41
- 2.4.2 Steps of collating e-commerce customer information 41
- 2.5 E-commerce Customer Information Analysis 43
- 2.5.1 Significance of Customer Information Analysis 43
- 2.5.2 Contents and Methods of E-commerce Customer Information Analysis 43
- 2.6 E-Commerce Customer Information Security Management 48
- 2.6.1 E-commerce Customer Information Security Risks
- 2.6.2 E-commerce Customer Information Security Measures 53
- 2.7 Typical Case Study 55
- Case Study 56
- Chapter Summary 56
- Exercises In This Chapter 57
- Chapter 3 E-commerce Customer Satisfaction Management 59
- Introduction 60
- 3.1 Customer Satisfaction 60
- 3.1.1 Definition of Customer Satisfaction
- 3.1.2 Importance of Customer Satisfaction
- 3.1.3 Classification of Customer Satisfaction
- 3.1.4 Factors Affecting E-commerce Customer Satisfaction 63
- 3.2 Measurement of e-commerce customer satisfaction 65
- 3.2.1 Significance of customer satisfaction measurement 65
- 3.2.2 Indicator System for E-commerce Customer Satisfaction Measurements
- 3.2.3 E-commerce Customer Satisfaction Measurements
- 3.3 Methods to Improve E-commerce Customer Satisfaction
- 3.3.1 Grasping Customer Expectations
- 3.3.2 Improving Customer Perceived Value 74
- 3.4 Typical Case Studies
- Case Study 81
- Chapter Summary 82
- Exercises In This Chapter 82
- 4. E-Commerce Customer Loyalty Management
- Introduction 86
- 4.1 E-commerce Customer Loyalty 86
- 4.1.1 The Meaning of Customer Loyalty
- 4.1.2 The Importance of Customer Loyalty
- 4.1.3 Classification of e-commerce customer loyalty 88
- 4.1.4 E-commerce Customer Satisfaction and Customer Loyalty
- 4.2 Measuring e-commerce customer loyalty
- 4.2.1 Factors Affecting E-commerce Customer Loyalty
- 4.2.2 E-commerce customer loyalty evaluation indicators
- 4.3 Establishing and improving e-commerce customer loyalty
- 4.3.1 Establishing e-commerce customer loyalty
- 4.3.2 Strategies to Improve E-commerce Customer Loyalty
- 4.3.3 Customer Loyalty Programs
- 4.4 Typical Case Studies 111
- Case Study 112
- Chapter Summary 112
- Exercises in This Chapter 113
- 5. E-Commerce Customer Service Management
- Introduction 116
- 5.1 E-Commerce Customer Service Management Planning
- 5.1.1 E-commerce Customer Service
- 5.1.2 Analysis of E-commerce Customer Service Environment 119
- 5.1.3 E-commerce customer service process 121
- 5.2 Contents of E-commerce Customer Service Management 124
- 5.2.1 Pre-sales Customer Service Strategy 124
- 5.2.2 Customer Service Strategy for Sale 125
- 5.2.3 Customer Service Strategy After Sales 125
- 5.2.4 Customer Complaint Handling Strategy
- 5.3 Customer Service Staff Management
- 5.3.1 Organization and Design of Customer Service Team 128
- 5.3.2 Quality Requirements of Customer Service Staff 131
- 5.3.3 Unleashing the Potential of Customer Service Staff 133
- 5.4 Key Customer Service Management
- 5.4.1 Customer Ratings
- 5.4.2 Significance of Key Account Management
- 5.4.3 Key Customer Service Management
- 5.5 Network Customer Service Methods and Techniques
- 5.5.1 Network Customer Service Etiquette
- 5.5.2 Network Customer Service Communication Skills 143
- 5.5.3 Handling Complaints
- 5.6 Typical Case Studies
- Case Study 147
- Chapter Summary 148
- Exercises in This Chapter 148
- Chapter 6 E-commerce Customer Relationship Management System 151
- Introduction 152
- 6.1 E-commerce Customer Relationship Management System System 152
- 6.1.1 Composition and Classification of Customer Relationship Management System 152
- 6.1.2 Architecture of E-commerce Customer Relationship Management System
- 6.1.3 Influencing factors of e-commerce customer relationship management system 163
- 6.2 Application Services Managed CRM 165
- 6.2.1 Application Service Hosting (ASP)
- 6.2.2 Managed CRM 168
- 6.3 Customer Intelligence
- 6.3.1 Business Intelligence
- 6.3.2 Customer Intelligence Theory
- 6.4 Typical Case Studies
- Case study 179
- Chapter Summary 179
- Exercises in This Chapter 180
- Chapter 7 E-commerce Customer Call Center 183
- Introduction 184
- 7.1 Call Center Overview
- 7.1.1 Definition of Call Center
- 7.1.2 Development History of Call Centers
- 7.1.3 Classification of Call Centers
- 7.2 Establishment of Call Center
- 7.2.1 Call Center Implementation Phase
- 7.2.2 Call Center Components
- 7.2.3 Call center workflow
- 7.3 Call Center is an Important Component of CRM System 199
- 7.3.1 Value of Call Centers
- 7.3.2 Call Center Support for Customer Relationship Management 201
- 7.3.3 Intelligent call center 202
- 7.4 Typical Case Study 204
- Case study 206
- Chapter Summary 206
- Exercises in This Chapter 207
- Chapter 8 E-commerce Customer Relationship Management System and Enterprise Information Integration 209
- Introduction 210
- 8.1 E-commerce Customer Relationship Management and ERP 210
- 8.1.1 The emergence and development of ERP
- 8.1.2 Connotation of ERP
- 8.1.3 Integration of E-commerce CRM and ERP
- 8.2 E-commerce Customer Relationship Management and SCM 220
- 8.2.1 SCM Generation and Development 220
- 8.2.2 SCM Management
- 8.2.3 Integration of E-commerce CRM with ERP and SCM
- 8.3 EAI and E-commerce Customer Relationship Management
- 8.3.1 Basics of EAI
- 8.3.2 Application of EAI in E-commerce Environment 230
- 8.4 Typical Case Studies
- Case study 235
- Chapter Summary 235
- Problems In This Chapter 236
- References 238