CRM之忠诚篇----客户价值与忠诚度管理1目录客户无价，忠诚可求.............................................................................................................4第1章新时代客户的忠诚倾向...........................................................................................1一、忠诚的定义与类型...................................................................................................1二、忠诚可遇亦可求......................................................................................................3三、客户身上的匮乏资源...............................................................................................6四、真实可靠性：当今客户对忠诚的诠释......................................................................8五、新时代客户的特征.................................................................................................10第2章客户终身价值分析.................................................................................................14一、忠诚客户的价值....................................................................................................14二、客户终身价值的计算.............................................................................................19三、通过终身价值管理客户.........................................................................................22第3章打造客户忠诚的黄金通道......................................................................................27一、一则故事的启示....................................................................................................27二、由满意到忠诚的演进.............................................................................................30三、超级满意的关键因素.............................................................................................31四、忠诚之路：给客户以全方位的满意.......................................................................36五、对客户忠诚的三大误解.........................................................................................38第4章忠诚方案之一：寻找正确的客户...........................................................................41一、把客户资格作为一种特权......................................................................................41二、传统细分变量........................................................................................................43三、AIO和VALS细分.................................................................................................46四、RFM细分..............................................................................................................49第5章忠诚方案之二：提升客户感知价值.......................................................................54一、进入感知价值的世界.............................................................................................54二、客户感知价值的要素.............................................................................................57三、构造客户矩阵........................................................................................................60四、提升感知价值的方法.............................................................................................63五、增加客户感知价值的障碍......................................................................................67第6章忠诚方案之三...
