基于CRM理论的售后服务研究分析

基于CRM理论的售后服务研究分析

文档编号:XG053 文档字数:18611,页数:31

摘要

本人在基于如下的背景下完成本文:售后服务业务在大多数的公司曾被视为后端运作。越来越明显的是，售后服务已经是一个重要的收入来源以及对客户的满意度，支持和忠诚度关键贡献。在海外市场，售后服务利润的比例可能高达百分之七十。制造型企业的目的是出售他们的产品，同时他们尽量保持良好的客户关系，提供高质量的售后服务。这是因为，这种服务一直是重要的在市场和销售行业中，他们在制造业中更是变得日益重要。
本文论述了客户关系管理的基本思想，对它的基本含义、发展史、背景、市场等方面作了一个概述。论述了完善的售后服务是保障CRM的重要手段，提高售后服务质量就是提高市场占有率。对IBM杭州OFFICE的几个大型客户销售纪录进行整理和分析，对X sevices的派单进行整理与图表分析，最后提出自己的一些感悟。

关键词：客户关系管理,售后服务,数据分析

ABSTRACT
I am in the context of the following based on the completion of this article:The after-sales operation was previously viewed as a back-end operation at most companies. It has become increasingly more apparent that after-sales are an important revenue generator and a key contributor to customer satisfaction, support, and loyalty. In overseas markets, the proportion of profit in after-sale service may reach as high as 70 percent.Manufacturing corporations aim to sell their goods while they try to keep a sound customer relationship by providing high quality after-sales service. This is because while such services have always been important in marketing and sales industries, they are currently gaining importance in the manufacturing industry as well.
This article discusses the basic idea of CRM，and has a description of the basic meaning, development history, background, market, etc for CRM. Discusses the perfect after-sales service is an important means for the protection of CRM to improve the quality of after-sales service is to improve market share. Achieves the collation and correlation analysis of Hangzhou office of IBM's sales records of several large customers.Completes the call of x services to organize and chart analysis,at the end,made some of my own insights

KEYWORDS：Customer Relationship Management,After-sales service,Data Analysis

第一章引言 6
第一节选题的意义 6
第二节研究分析的方法与内容 7
第二章客户关系管理的内涵及要点 8
第一节CRM的概念综述 8
第二节客户的价值分类与应用策略 9
第三节客户关系管理的内涵 12
第三章售后服务的目标与意义 14
第一节强化售后服务是市场发展的需求 14
第二节售后服务的重要性 16
第三节 CRM与售后的关系 19
第四章售后服务实例 20
第一节杭州GTS部门背景 20
第二节杭州GTS中售后工程师的客户管理 21
第三节售后服务的工作流程 23
第四节数据的收集 25
第五节派单的分析 26
第六节售后感想 28
第五章总结 30
参考文献 31
致　谢 32

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