目　　录

第一篇　基　础　篇

第1章　客户管理概论 ······························································································2 

1.1　客户管理的产生与发展 ··············································································· 2 

1.1.1　客户管理的产生··································································································2 

1.1.2　客户管理系统的形成··························································································4 

1.1.3　客户管理理念的确立··························································································7 

1.2　客户管理的对象、内容和程序 ··································································· 9 

1.2.1　客户管理的对象··································································································9 

1.2.2　客户管理的主要内容························································································12 

1.2.3　客户管理的基本程序························································································13 

1.3　客户管理的原则、策略和作用 ································································· 15 

1.3.1　客户管理的原则································································································15 

1.3.2　客户管理的策略································································································15 

1.3.3　客户管理的作用································································································17 

第2章　客户定位与客户识别 ·················································································19 

2.1　客户定位 ····································································································· 19 

2.1.1　客户的概念········································································································19 

2.1.2　客户的类型········································································································21 

2.1.3　客户的定位········································································································23 

2.2　客户识别 ····································································································· 25 

2.2.1　客户分级分类的概念························································································25 

2.2.2　客户分级分类的方法························································································27 

2.2.3　客户分级分类的管理························································································30 

2.3　核心客户管理 ····························································································· 32 

2.3.1　核心客户及其特点····························································································32 

2.3.2　核心客户管理的主要内容················································································33 

2.3.3　实施核心客户管理的步骤················································································36 

第3章　客户管理的目标·························································································38 

3.1　建立客户联络 ····························································································· 38 

3.1.1　客户联络的含义································································································38 

3.1.2　客户联络渠道····································································································40 

3.1.3　建立客户联络的步骤························································································42 

3.2　发展客户关系 ····························································································· 43 

3.2.1　客户关系发展阶梯····························································································43 

3.2.2　如何衡量发展客户关系的能力········································································45 

3.2.3　如何发展客户关系····························································································47 

3.3　营造客户体验 ····························································································· 49 

3.3.1　客户体验的概念································································································49 

3.3.2　客户体验的基本特点························································································50 

3.3.3　客户体验管理····································································································51 

3.4　赢得客户忠诚 ····························································································· 53 

3.4.1　客户忠诚的概念································································································54 

3.4.2　客户忠诚管理的意义························································································55 

3.4.3　赢得客户忠诚的方法························································································56 

3.5　经营客户价值 ····························································································· 58 

3.5.1　客户价值的含义································································································58 

3.5.2　客户价值的理论模型························································································59 

3.5.3　如何经营客户价值····························································································61 

第4章　客户价值营销 ····························································································64 

4.1　市场营销概述 ····························································································· 64 

4.1.1　市场营销的定义································································································64 

4.1.2　市场营销的核心概念························································································65 

4.1.3　现代市场营销观念····························································································67 

4.2　市场营销策略体系 ····················································································· 73 

4.2.1　市场营销策略的定义························································································73 

4.2.2　市场营销策略的影响因素················································································75 

4.2.3　市场营销策略体系的架构················································································76 

4.3　客户价值营销 ····························································································· 79 

4.3.1　客户价值的含义································································································79 

4.3.2　客户价值营销的意义························································································81 

4.3.3　如何经营客户价值····························································································82 

第5章　客户服务理念 ····························································································85 

5.1　客户服务的概念 ························································································· 85 

5.1.1　客户服务及其特征····························································································85 

5.1.2　客户服务的类型································································································86 

5.1.3　客户服务的作用································································································88 

5.2

　打造优质客户服务的三个方面 ································································· 89 

5.2.1

　树立良好的客户服务意识················································································89 

5.2.2

　确定优质客户服务的标准················································································91 

5.2.3

　优化服务流程····································································································93 

5.3

　实施客户满意战略 ····················································································· 94 

5.3.1

　客户满意的含义及其特征················································································94 

5.3.2

　客户满意的层次分析························································································96 

5.3.3

　客户满意对企业发展的意义············································································97 

5.3.4

　如何实施客户满意经营战略············································································98 

第6章　客户服务技巧 ··························································································101 

6.1

　客户关系的维护 ······················································································· 101 

6.1.1

　了解客户的背景······························································································101 

6.1.2

　客户数据库的建立··························································································102 

6.1.3

　客户服务与客户导向······················································································102 

6.1.4

　优质服务的质量标准······················································································106 

6.1.5

　如何帮助客户··································································································107 

6.1.6

　客户的期望和动机··························································································108 

6.2

　客户情绪管理 ··························································································· 109 

6.2.1

　与客户情绪沟通的7个要点············································································109 

6.2.2

　客户情绪管理必须注意的五个问题······························································111 

6.3

　优质客户服务的特征及技巧 ··································································· 113 

6.3.1

　优质客户服务的特征······················································································113 

6.3.2

　提供优质客户服务的技巧··············································································114 

6.3.3

　如何赢得客户的技巧······················································································115 

6.4

　客户服务的基本准则 ··············································································· 115 

6.4.1

　10种客户服务的好习惯··················································································115 

6.4.2

　客户服务的“九准九不准”··········································································116 

6.5

　不同类型客户的应对策略 ······································································· 116 

6.5.1

　男性客户的服务技巧······················································································116 

6.5.2

　女性客户的服务技巧······················································································117 

6.5.3

　沉默型客户的服务技巧··················································································118 

6.5.4

　健谈型客户的服务技巧··················································································118 

第7章　客户互动渠道管理 ···················································································120 

7.1

　企业与客户之间的互动渠道 ··································································· 120 

7.1.1　建立高效的客户渠道体系··············································································120 

7.1.2

　建立紧密的业务伙伴渠道··············································································121 

7.1.3

　建立简洁有效的代理商机制··········································································121 

7.1.4

　其他辅助渠道··································································································122 

7.2

　主要客户互动渠道解析 ··········································································· 122 

7.2.1

　传统客户互动渠道··························································································122 

7.2.2

　现代客户互动渠道··························································································124 

7.3

　呼叫中心是实现渠道组合的重要载体 ··················································· 127 

7.3.1

　多媒体呼叫中心是信息渠道整合的重要体现··············································128 

7.3.2

　呼叫中心是信息渠道优化的关键载体··························································129 

7.4

　呼叫中心在客户互动渠道管理中的作用 ··············································· 130 

7.4.1

　提高客户的满意度和忠诚度··········································································131 

7.4.2

　降低服务成本，有效管理资源······································································131 

7.4.3

　提高服务人员的工作效率··············································································131 

7.4.4

　保持并增强现有的市场渠道，挖掘新的市场资源······································131 

7.4.5

　为企业提供市场分析数据··············································································132 

7.4.6

　呼叫中心在CRM的应用·················································································132 

第8章　客户沟通与客户服务礼仪 ········································································135 

8.1

　客户沟通 ··································································································· 135 

8.1.1

　客户沟通的概念······························································································135 

8.1.2

　沟通的步骤······································································································136 

8.1.3

　沟通中的障碍··································································································136 

8.1.4

　沟通的方式······································································································137 

8.1.5

　沟通中的表达及辅助工具··············································································138 

8.1.6

　有效沟通客户的四个重点环节······································································139 

8.1.7

　电子邮件沟通的小贴士··················································································141 

8.2

　客户服务礼仪 ··························································································· 141 

8.2.1

　礼仪的含义······································································································141 

8.2.2

　客户服务礼仪的3T原则·················································································141 

8.2.3

　客户服务礼仪的具体要求··············································································142 

8.2.4

　客户服务礼仪的重要性··················································································143 

8.3

　电话服务的礼仪 ······················································································· 143 

8.3.1

　电话礼节的作用······························································································143 

8.3.2

　电话服务的礼仪······························································································144 

8.3.3

　电话礼节中的“宜”与“忌”······································································148 

8.3.4

　客户信息服务人员的语言表达······································································149 

8.3.5

　电话客户服务对声音质量的要求··································································151 

8.3.6

　保持专业友好声音形象的方法与原则··························································153 

8.3.7　客户信息服务人员声音形象的塑造······························································154 

第9章　客户服务心理及调适 ···············································································157 

9.1

　客户信息服务人员基本心理状态分析 ··················································· 157 

9.1.1

　共情··················································································································157 

9.1.2

　同理心··············································································································158 

9.2

　客户心理与性格类型分析 ······································································· 158 

9.2.1

　客户基本心理分析··························································································158 

9.2.2

　客户基本性格类型分析··················································································160 

9.2.3

　客户具体表现形式上的几种类型··································································161 

9.3

　客户信息服务人员的压力缓解与心理调适 ··········································· 163 

9.3.1

　压力与工作压力的定义··················································································163 

9.3.2

　工作压力的症状······························································································163 

9.3.3

　客户信息服务人员工作压力来源··································································164 

9.3.4

　压力缓解与心理调适······················································································165 

9.4

　客户信息服务人员积极心态的培养 ······················································· 167 

9.4.1

　关于心态的解析······························································································167 

9.4.2

　如何培养积极的心态······················································································168 

第二篇　运　营　篇

第10章　呼叫中心概述 ························································································172 

10.1

　呼叫中心的概念 ··················································································· 172 

10.1.1

　什么是呼叫中心 ························································································172 

10.1.2

　呼叫中心的作用 ························································································174 

10.1.3

　呼叫中心的特征 ························································································175 

10.1.4

　呼叫中心的分类 ························································································176 

10.2

　呼叫中心的产生和发展 ······································································· 178 

10.2.1

　呼叫中心的产生 ························································································178 

10.2.2

　呼叫中心的发展历程 ················································································179 

10.2.3

　呼叫中心的发展方向 ················································································181 

10.2.4

　中国呼叫中心的发展历程及趋势 ····························································183 

10.3

　呼叫中心的关键技术及其应用 ··························································· 191 

10.3.1

　呼叫中心关键技术模块 ············································································191 

10.3.2

　呼叫中心的技术应用 ················································································194 

10.3.3

　呼叫中心的技术发展 ················································································196 

11.1 

　呼叫中心组织结构 ··············································································· 200 

11.1.1 

　运营部门·····································································································200 

11.1.2 

　人力资源及培训部门·················································································203 

11.1.3 

　客户关系管理部门·····················································································204 

11.1.4 

　市场及销售部门·························································································204 

11.2 

　呼叫中心座席员的职责 ······································································· 205 

11.3 

　呼叫中心座席员日常行为规范 ··························································· 205 

11.3.1 

　呼叫座席的常规工作设备·········································································205 

11.3.2 

　座席员的工作空间·····················································································205 

11.3.3 

　呼叫中心座席员的排班·············································································209 

11.3.4 

　问题升级·····································································································209 

11.3.5 

　员工投诉·····································································································209 

11.4 

　呼入电话处理流程 ··············································································· 209 

11.4.1 

　咨询电话的处理·························································································209 

11.4.2 

　投诉电话的处理·························································································210 

11.4.3 

　销售电话的处理·························································································211 

11.4.4 

　其他电话的处理·························································································212 

11.5 

　呼出电话处理流程 ··············································································· 212 

11.5.1 

　呼出电话处理流程·····················································································212 

11.5.2 

　呼出电话的主要业务内容·········································································213 

11.6 

　运营流程 ······························································································· 214 

11.6.1 

　人力预测·····································································································214 

11.6.2 

　质量保证·····································································································214 

11.6.3 

　客户投诉的处理和上报·············································································215 

11.7 

　安全控制流程 ······················································································· 215 

11.7.1 

　保护雇员的生命和安全·············································································215 

11.7.2 

　保护用户资料·····························································································216 

11.7.3 

　保护客户资料的环境·················································································217 

11.7.4 

　保护公司的利益/财产安全 ·······································································217 

11.8 

　突发事件控制流程 ··············································································· 218 

11.8.1 

　一般设备故障·····························································································218 

11.8.2 

　应用程序/网络/ACD系统故障··································································218 

11.8.3 

　断电·············································································································219 

11.8.4 

　空调故障·····································································································219 

11.8.5 

　警报及火灾·································································································219 

11.8.6 

　个人事故·····································································································219 

11.8.7 

　恶劣的天气·································································································219 

11.8.8 

　突发事件管理·····························································································219 

第11章　呼叫中心座席员常规操作流程 ·······························································200 第12章　呼入电话服务技巧 ·················································································221 

12.1

　呼入电话中的步骤及服务技巧 ··························································· 221 

12.1.1

　亲切的问候 ································································································221 

12.1.2

　通过匹配创造和谐的沟通氛围 ································································221 

12.1.3

　有效掌握通话的主动权 ············································································222 

12.1.4

　迅速采取行动 ····························································································223 

12.2

　呼入电话中的语言交流方法 ······························································· 224 

12.2.1

　用恭维的口气拒绝 ····················································································224 

12.2.2

　倾听的技巧 ································································································224 

12.2.3

　提问的技巧 ································································································227 

12.2.4

　呼入服务的3F法························································································229 

12.2.5

　语言表达技巧 ····························································································230 

12.3

　客户投诉的有效处理 ··········································································· 235 

12.3.1

　客户投诉概述 ····························································································235 

12.3.2

　怎样看待客户抱怨 ····················································································236 

12.3.3

　投诉处理的重要性 ····················································································237 

12.3.4

　消费者对服务的需求 ················································································237 

12.3.5

　客户投诉的原因 ························································································238 

12.3.6

　制定客户投诉流程的准则 ········································································239 

12.4

　呼入电话的谈判技巧 ··········································································· 244 

12.4.1

　谈判准备事项 ····························································································244 

12.4.2

　设定自己的谈判目标 ················································································246 

12.4.3

　如何走向谈判成功的彼岸 ········································································247 

第13章　呼出电话服务技巧及电话营销 ·······························································250 

13.1

　呼出电话概述 ······················································································· 250 

13.2

　何谓营销 ······························································································· 250 

13.2.1

　现代市场营销的十大原则 ········································································251 

13.2.2

　营销的三大误区 ························································································255 

13.3

　电话营销概述 ······················································································· 256 

13.3.1

　什么是电话营销 ························································································256 

13.3.2

　电话营销的特性 ························································································256 

13.3.3

　电话营销的4P理论····················································································257 

13.3.4

　通过呼叫中心开展电话营销的成功案例 ················································258 

13.4

　成功电话营销的要素 ··········································································· 259 

13.4.1

　准确定义你的目标客户 ············································································259 

13.4.2

　准确的营销数据库 ····················································································259 

13.4.3

　良好的系统支持 ························································································260 

13.4.4

　各种媒介的支持 ························································································260 

13.4.5

　明确的、多方参与的电话销售流程 ························································260 

13.4.6

　高效专业的电话销售队伍 ········································································260 

13.5

　专业电话营销员的职业素养 ······························································· 261 

13.5.1

　电话营销员的3C原则················································································261 

13.5.2

　专业电话营销员具备的基本要素 ····························································261 

13.5.3

　电话营销中的基本技巧 ············································································263 

13.6

　电话营销的目标设定与管理 ······························································· 264 

13.6.1

　目标设定 ····································································································264 

13.6.2

　目标管理 ····································································································267 

13.7

　电话营销的优劣势对比 ······································································· 267 

13.8

　电话营销中的脚本设计 ······································································· 267 

13.8.1

　脚本撰写目标 ····························································································268 

13.8.2

　脚本撰写技巧 ····························································································268 

13.9

　有效进行电话营销的步骤和方法 ······················································· 269 

13.10

　电话营销中的异议处理 ····································································· 272 

13.11 

　电话营销的速效贴士 ········································································· 274 

第14章　呼叫中心关键绩效指标KPI及其管理······················································276 

14.1

　关键绩效指标KPI的含义 ····································································· 276 

14.2

　KPI关键绩效考核的特点 ····································································· 276 

14.3

　KPI关键绩效考核总原则 ····································································· 277 

14.3.1

　KPI在呼叫中心的作用··············································································278 

14.3.2

　呼叫中心引入KPI的目的··········································································278 

14.3.3

　呼叫中心应用KPI的关键指标··································································279 

14.4

　客服人员绩效评估标准 ······································································· 279 

14.5

　团队绩效评估标准 ··············································································· 281 

14.5.1

　服务效率(Service Ef. ciency) ····································································282 

14.5.2

　资源效率(Resource Ef. ciency) ·································································286 

14.5.3

　服务质量(Service Quality) ·········································································287 

14.5.4

　成本收益(ROI) ···························································································288 

14.6

　运营绩效评估标准 ··············································································· 288 

14.6.1

　积压管理(Backlog Management)·······························································289 

14.6.2

　知识管理和培训(Knowledge Management &Training) ····························289 

14.6.3

　效率(Ef. ciency) ·························································································291 

14.6.4

　人员(People) ·······························································································291 

14.6.5

　成本收益(ROI) ···························································································291 

14.7

　审核关键绩效指标 ··············································································· 293 

14.8

　KPI考核的实施与监控 ········································································· 293 

第15章　呼叫中心的系统建设 ·············································································295 

15.1

　呼叫中心关键技术及其应用 ······························································· 295 

15.2

　呼叫中心关键技术模块 ······································································· 296 

15.2.1

　自动呼叫分配系统(ACD) ·········································································296 

15.2.2

　计算机电话集成(CTI) ···············································································299 

15.2.3

　呼叫管理系统(CMS) ·················································································302 

15.2.4

　交互式语音应答(IVR) ···············································································302 

15.2.5

　自动外拨系统 ····························································································304 

15.2.6

　数据库服务器 ····························································································304 

15.2.7

　传真服务器 ································································································305 

15.2.8

　T1/E1 ··········································································································306 

15.3

　呼叫中心技术的应用 ··········································································· 307 

15.4

　呼叫中心的技术发展 ··········································································· 309 

15.4.1

　第一代呼叫中心系统 ················································································309 

15.4.2

　第二代呼叫中心系统 ················································································309 

15.4.3

　第三代呼叫中心系统 ················································································310 

15.4.4

　第四代呼叫中心系统 ················································································311 

15.5

　呼叫中心系统建设方法论 ··································································· 312 

15.5.1

　呼叫中心的整体规划及其考量 ································································313 

15.5.2

　呼叫中心系统建立的流程与方法 ····························································315 

第三篇　管　理　篇

第16章　呼叫中心管理概论 ·················································································324 

16.1

　呼叫中心目标及定位 ··········································································· 324 

16.1.1

　呼叫中心的目标 ························································································324 

16.1.2

　呼叫中心的定位 ························································································324 

16.2

　呼叫中心运营管理策略 ······································································· 325 

16.3

　呼叫中心的工作流程管理 ··································································· 329 

16.3.1

　工作流程的内容 ························································································329 

16.3.2

　工作流程的设计 ························································································330 

16.3.3

　工作流程的改善 ························································································332 

16.3.4

　工作流程管理中应该注意的问题 ····························································332 

16.4

　呼叫中心的服务规则制定 ··································································· 333 

16.4.1

　客户服务规范 ····························································································333 

16.4.2

　呼叫中心的电话脚本 ················································································337 

16.4.3

　呼叫中心的制度规范建设 ········································································339 

第17章　呼叫中心人力资源管理 ··········································································346 

17.1

　人力资源管理部门的目标 ··································································· 346 

17.2

　人力资源计划 ······················································································· 347 

17.2.1

　人力资源计划的定义 ················································································347 

17.2.2

　人力资源需求预测 ····················································································347 

17.2.3

　人力资源计划流程 ····················································································347 

17.2.4

　人力资源的系统化管理 ············································································349 

17.3

　人员的招聘 ··························································································· 350 

17.3.1

　人员招聘的定义 ························································································350 

17.3.2

　提出招聘需求 ····························································································350 

17.3.3

　寻找合适员工 ····························································································352 

17.3.4

　测试、面试、挑选过程 ············································································352 

17.3.5

　人才后备库 ································································································352 

17.3.6

　人员招聘的注意事项 ················································································353 

17.4

　员工培训及发展 ··················································································· 353 

17.4.1

　培训组织架构 ····························································································353 

17.4.2

　客户管理系统 ····························································································354 

17.4.3

　完整的培训规划及实施方案 ····································································354 

17.4.4

　培训的体系 ································································································355 

17.4.5

　呼叫中心培训流程 ····················································································358 

17.4.6

　培训内容 ····································································································361 

第18章　呼叫中心现场管理 ·················································································364 

18.1

　现场管理内容与目的 ··········································································· 364 

18.1.1

　呼叫中心现场的特点 ················································································364 

18.1.2

　呼叫中心现场管理的目的 ········································································366 

18.1.3

　呼叫中心现场管理内容 ············································································366 

18.2

　现场环境管理 ······················································································· 367 

18.2.1

　现场环境管理的原则 ················································································367 

18.2.2

　现场功能区划分 ························································································370 

18.2.3

　现场工作人员仪容仪表 ············································································372 

18.3

　现场工作人员管理 ··············································································· 373 

18.3.1

　现场工作人员管理的内容与目的 ····························································373 

18.3.2

　现场呼叫量管理 ························································································374 

18.3.3

　现场排班管理 ····························································································375 

18.3.4

　呼叫量预警管理 ························································································381 

18.3.5

　工作现场管理 ····························································································382 

18.4

　现场指标监控管理 ··············································································· 384 

18.5

　现场危机管理 ······················································································· 387 

18.5.1

　危机管理流程 ····························································································387 

18.5.2

　危机的种类 ································································································387 

18.5.3

　危机的处理 ································································································388 

18.5.4

　危机的善后 ································································································390 

第19章　呼叫中心质量管理 ·················································································391 

19.1

　质量的定义 ··························································································· 391 

19.2

　质量管理的目标 ··················································································· 391 

19.3

　质量管理的基本原则 ··········································································· 391 

19.3.1

　以客户为中心 ····························································································391 

19.3.2

　全员参与 ····································································································391 

19.3.3

　系统管理 ····································································································391 

19.3.4

　持续改进 ····································································································392 

19.4

　服务质量提供的原则 ··········································································· 392 

19.5

　优秀的服务质量管理模型 ··································································· 393 

19.5.1

　客户建议的收集 ························································································393 

19.5.2

　关键指标监控体系的运行 ········································································394 

19.5.3

　监控、持续监测系统 ················································································394 

19.5.4

　质量监控的持续改进 ················································································395 

19.6

　服务质量度量标准 ··············································································· 395 

19.6.1

　服务质量的组成 ························································································395 

19.6.2

　内部度量标准 ····························································································395 

19.6.3

　外部度量标准 ····························································································398 

19.7

　座席员的服务质量管理方案 ······························································· 399 

19.7.1

　座席员服务质量指标 ················································································399 

19.7.2

　座席员质量管理的目的 ············································································399 

19.7.3

　质量管理流程 ····························································································400 

19.8

　质检员的服务质量管理方案 ······························································· 400 

19.9

　监听标准和技巧 ··················································································· 401 

19.9.1

　电话监听的控制标准 ················································································401 

19.9.2

　监听监控的策略与技巧 ············································································403 

19.10

　呼叫中心基准指标 ············································································· 408 

19.11 

　客户满意度调查 ················································································· 410 

19.11.1 

　客户满意度调查的定义········································································410 

19.11.2 

　客户服务中心客户满意度的影响因素················································410 

19.11.3 

　客户满意度调查应注意的问题····························································411 

19.11.4 

　客户满意度的测评模型········································································412 

19.11.5 

　客户满意度调查的实施方法和误差分析············································412 

19.11.6 

　计算机辅助电话调查(CATI) 系统 ························································413 

附录　客服短号码对于企业的作用·······································································415