第1章引言 ·····················································································································1 1.1研究背景和意义·············································································1 1.2文献综述······················································································2 1.2.1关于目前国外客户关系管理现状的研究··········································2 1.2.2关于目前国内客户关系管理现状的研究··········································3 1.3研究思路与方法·············································································4 1.3.1研究的思路··············································································4 1.3.2研究的方法··············································································4 1.3.3研究的框架··············································································5 第2章客户关系管理的理论概述 ·················································································6 2.1客户关系管理的基本概述·································································6 2.2客户关系的建立·············································································6 2.3客户关系的维护·············································································6 2.3.1客户的信息与沟通·····································································6 2.3.2客户分级管理···········································································7 2.3.3客户忠诚度与满意度理论····························································8 2.4客户的挽救··················································································8 2.5客户关系管理系统建设理论·····························································9 第3章L公司客户关系管理现状 ················································································10 3.1L公司的发展现状·········································································10 3.1.1L公司的基本概况····································································10 3.1.2L公司近几年的发展状况···························································10 3.2L公司客户关系管理的基本现状·······················································11 3.2.1调查问卷的开展·······································································12 3.2.2L公司客户开发与选择分析························································12 3.2.3L公司客户维系情况分析···························································15 3.2.4L公司客户流失情况分析···························································19 3.3L公司客户关系管理系统情况··························································20 第4章L公司客户关系管理存在的问题 ····································································22 4.1对客户信息获取力度不够，沟通不到位············································22 4.2客户划分标准不清晰、不合理·························································23 II 4.3对客户的维系能力不足··································································23 4.4客户管理系统不完善·····································································24 第5章大数据时代L公司客户关系管理提升策略 ···················································26 5.1打造专业的销售团队，提升客户信息管理水平····································26 5.1.1培养优秀销售人员，提高销售管理能力·······································26 5.1.2树立正确的客户理念，提供沟通策略··········································27 5.2明确客户划分，提供差异化服务·····················································27 5.3稳定客户关系··············································································29 5.3.1实现客户忠诚度，减少客户流失·················································29 5.3.2提高客户满意度······································································29 5.4构建全流程客户关系管理系统·························································30 5.5提升企业综合管理水平··································································31 第6章L公司客户关系管理的保障措施···················································32 6.1制度保障·····················································································32 6.2人力资源保障···············································································32 6.3信息技术保障···············································································32 第7章结论和展望··············································································33 7.1结论···························································································33 7.2进一步研究规划··········································································