Ａ公司客户服务体系构建研究

工商管理论文 2019-10-30 点击：

    本篇论文目录导航：

    【题目】Ａ公司客户服务体系构建研究
    【第一章】A公司客户关系管理系统优化探究绪论
    【第二章】客户关系管理理论综述
    【第三章】A公司客户服务系统建设思路
    【第四章】客户服务体系创建的实施方案
    【结论/参考文献】公司客户服务管理体系设计分析结论及参考文献

　　摘要

　　自人类有商务活动W来，客户关系就一直是商务活动的核也问题。随着市场经济的不断深化，客户关系管理（CRM）的涵义也在不断延伸，但最终目的始终是不断提高客户满意度，实现客户价值最大化与企业价值最大化之间的平衡。而建立客户服务体系，就是将客户服务管理从レ义‘产品为主“向客户为主”转变，实现提高客户满意度和企业市场竞争力的目的。送正是本文的主旨所在。在当前日赵激烈的市场环境和客户需求多样化的情况下，A公司意识到仅靠技术革新、产品同质化很难在当今的买方市场中保持领先地位，必须从产品价值向客户价值转移，坚捧客户为中也“的服务理念，满足客户的个性化需求，从而真正赢得用户。因此，A公司结合客户关系管理理论的指导，对企业客户关系管理制度进行重新梳理，进一步明确各相关单位的职责和分工，从而建立适应市场发展需要的客户服务体系已迫在眉睫。本文通过对客户关系管理理论的学习研究，运用对比分析法、文献研巧法，理论与实践结合的方法，对公司的客户关系管理现状进行系统研究和深入思考，认为在客户服务理念、产品服务运行机制、客户服务水平及客户管理工作等方面存在明显不足I需不断加强”全员营销、全程服务“理念的宣贯和落实，进一步改进和完善客户管理工作，建立科学规范的客户服务体系建设思路和实施方案，并严格组织实施，最终使企业的客户信息流通和管理形成闭环，进而形成完整的科学的客户服务体系，在不断提高客户满意度和忠诚度的同肿，实现企业收益最大化。最后，提出公司建立客户服务体系要达到的建设目标：一是塑造客户为中必”的客户服务文化；二是n造具有公司特色的服务品牌；H是建立高素质专业化的服务团队；四是提升客户服务管理水平；五是提高顾客满意度和忠诚度。

　　关键词：客户管理；服务体系；建设思路?

　　Abstract:
　　
　　Customer relations has always been the core issue in the business activities sincehuman beings have business activities. Along with the deepening of the market economy, themeaning of customer relations management （CRM） is ceaselessly extending. However, thefinal goal is all the time to improve customer's satisfaction and realize the balance betweenthe maximization of customer's value and the maximization of enterprise's value. While, tobuild the customer service system is to turn the “product oriented” formulated in thecustomer service management into the “customer oriented”, and to realize the goal ofimproving customer's satisfaction and the market competitiveness. This is exactly thepurpose of this thesis.
　　
　　Under the current conditions that the market competition is growing keen and thecustomer's demand is becoming diversified, A company recognized it is hardly possible tomaintain a leading role in the buyers' market depending only on the technology reform andproduct homogeneity. We have to transfer from product value to customer value, insist in theservice concept of “all customer centered”, meet customer's individual demand, so then towin clients. Therefore, A company, combining with the instruction of CRM theory, reviewedagain its CRM and clarified further the responsibilities and work distributions of relevantunits in order to establish the imperative customer service system which is applicable to themarket development.
　　
　　This article has researched and analyzed systematically the current situation of companyCRM by ways of studying the theory of CRM, using comparison analysis and combiningtheory with practice. It is acknowledged that there is obviously insufficient in the aspects ofcustomer service idea, operating mechanism product service, customer's service level andcustomer management. It is needed to enhance the publicizing implementing the idea of “allstaff marketing” and the “full service”, to improve and perfect further the customermanagement, and to set up scientific constructive idea and implementation plans for theestablishment of customer service system. Meanwhile, the implementation shall be wellorganized in order to form a closed loop for the customer information flow and management,and to build an integrated and scientific customer service system. In consequence, theinterest of the enterprise is to be finally maximized while we are improving customer'ssatisfaction and loyalty.
　　
　　Finally, the article puts forward the constructing goals for the company to buildcustomer service system: the first one is to create a kind of service culture of “all customercentered”, the second is to set up a service brand with the company characteristics, the thirdis to form a professional service team of hi助-quality, the forth is to promote customer service management level and the fifth is to increase the custdmer's satisfaction and loyalty.
　　
　　Keywords: customer management; service system; constructive idea

　　?
目录??
　　第1章绪论
　　?1.1论文研究的背景
　　?1.2公司概况?
　　1.3论文研究的目的和意义
　　?1.4论文研究的主要内容
　　第2章客户关系管理理论综述
　　?2.1客户定义??
　　2.2客户关系管理理论的定义和内涵
　　?2.2.1?CRM 定义
　　2.2.2?CRM 内涵
　　?2.3客户关系管理有关理论
　　?2.3.1关系营销理论
　　2.3.2数据库营销理论
　　?2.3.3?-对一营销理论
　　?2.4客户关系管理理论对企业发展的指导意义
　　?2.4.1转变企业经营理念
　　2.4.2促进企业管理创新
　　??2.4.3获得强大的竞争优势
　　2.4.4提高客户忠诚度
　　?第3章客户服务体系建设思路
　　?3.1公司营销服务发展历程回顾
　　??3.2客户关系管理现状与巧题分析
　　?3.2.1客户服务意识不强
　　?3.2.2产品服务机制不完善
　　?3.2.3客户服务能力欠缺
　　??3.2.4客户管理工作不细致
　　?3.3客户服务体系建设思路
　　??3.3.1客户服务体系概念
　　?3.3.2客户服务体系建设的必要性
　　??3.3.3客户服务体系建设总体思路
　　??3.3.4客户服务体系主要目标
　　?第4章客户服务体系建设实施方案
　　??4.1客户服务体系架构
　　4.2客户服务体系业务流程
　　4.3客户服务体系的主要内容
　　??4.3.1建设客户为中也“的服务文化
　　??4.3.2实施产品全过程服务管理
　　?4.3.3评价及改进
　　4.3.4实施效果预计
　　?结论
　　致谢
　　参考文献