本書由校企合作開發(fā)編寫，以實際企業(yè)崗位運營為導向，面向電子商務企業(yè)客戶服務崗位進行工作任務分析和職業(yè)能力分析。本書依據(jù)“工作項目→典型工作任務→崗位技能要求→相關知識”邏輯主線，將內容分解為各個工作任務，并以具體的電商平臺、商品及業(yè)務類型作為工作任務載體，完成工作任務所需要的理論知識和實踐技能分析。本書共包含6 個項目，從“走進客戶服務與管理、網(wǎng)店客服崗前準備”，到“做好客戶接待和溝通、完善售后服務、管理客戶關系”，并結合行業(yè)發(fā)展趨勢，最后重點介紹“客戶服務發(fā)展”，內容邏輯清晰、條理分明，同時具有很強的指導性和可操作性。
張磊，電子商務領域骨干教師，擁有深厚的專業(yè)功底和長期一線教學的豐富經(jīng)驗，多次在核心期刊上發(fā)表了具有影響力的學術論文；主持并參與了包括《電子商務創(chuàng)新與客戶關系管理優(yōu)化策略》在內的多項省級重點課題研究，積極推動教學科研創(chuàng)新。堅持“以賽促學、以賽促教”的教育理念，指導學生參與電商創(chuàng)新創(chuàng)業(yè)大賽屢獲佳績，為行業(yè)培養(yǎng)了大量優(yōu)秀人才，其教學成果廣受師生贊譽與好評。
項目一 走進客戶服務與管理 ················································································.1
任務1 認識客戶服務 ·················································································.3
任務2 認識客戶管理 ················································································.11
【同步實訓】 ···························································································.15
【項目小結】 ···························································································.15
【同步測試】 ···························································································.15
項目二 網(wǎng)店客服崗前準備 ·················································································.17
任務1 網(wǎng)店客服的知識儲備 ·······································································.18
任務2 網(wǎng)店客服崗位操作技能 ····································································.27
【同步實訓】 ···························································································.43
【項目小結】 ···························································································.44
【同步測試】 ···························································································.44
項目三 做好客戶接待和溝通 ··············································································.46
任務1 規(guī)范的客服接待流程 ·······································································.47
任務2 提高付款轉化率 ·············································································.64
【同步實訓】 ···························································································.66
【項目小結】 ···························································································.67
【同步練習】 ···························································································.68
項目四 完善售后服務 ·······················································································.69
任務1 了解售后服務 ················································································.70
任務2 處理客戶糾紛與投訴 ·······································································.75
【同步實訓】 ···························································································.80
【項目小結】 ···························································································.80
【同步測試】 ···························································································.80
項目五 管理客戶關系 ·······················································································.82
任務1 建立客戶數(shù)據(jù)庫 ·············································································.83
任務2 做好客戶關懷 ················································································.86
任務3 搭建互動營銷平臺 ··········································································.92
項目一 走進客戶服務與管理 ················································································.1
任務1 認識客戶服務 ·················································································.3
任務2 認識客戶管理 ················································································.11
【同步實訓】 ···························································································.15
【項目小結】 ···························································································.15
【同步測試】 ···························································································.15
項目二 網(wǎng)店客服崗前準備 ·················································································.17
任務1 網(wǎng)店客服的知識儲備 ·······································································.18
任務2 網(wǎng)店客服崗位操作技能 ····································································.27
【同步實訓】 ···························································································.43
【項目小結】 ···························································································.44
【同步測試】 ···························································································.44
項目三 做好客戶接待和溝通 ··············································································.46
任務1 規(guī)范的客服接待流程 ·······································································.47
任務2 提高付款轉化率 ·············································································.64
【同步實訓】 ···························································································.66
【項目小結】 ···························································································.67
【同步練習】 ···························································································.68
項目四 完善售后服務 ·······················································································.69
任務1 了解售后服務 ················································································.70
任務2 處理客戶糾紛與投訴 ·······································································.75
【同步實訓】 ···························································································.80
【項目小結】 ···························································································.80
【同步測試】 ···························································································.80
項目五 管理客戶關系 ·······················································································.82
任務1 建立客戶數(shù)據(jù)庫 ·············································································.83
任務2 做好客戶關懷 ················································································.86
任務3 搭建互動營銷平臺 ··········································································.92
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