本書由校企合作開發(fā)編寫，以實(shí)際企業(yè)崗位運(yùn)營(yíng)為導(dǎo)向，面向電子商務(wù)企業(yè)客戶服務(wù)崗位進(jìn)行工作任務(wù)分析和職業(yè)能力分析。本書依據(jù)“工作項(xiàng)目→典型工作任務(wù)→崗位技能要求→相關(guān)知識(shí)”邏輯主線，將內(nèi)容分解為各個(gè)工作任務(wù)，并以具體的電商平臺(tái)、商品及業(yè)務(wù)類型作為工作任務(wù)載體，完成工作任務(wù)所需要的理論知識(shí)和實(shí)踐技能分析。本書共包含6 個(gè)項(xiàng)目，從“走進(jìn)客戶服務(wù)與管理、網(wǎng)店客服崗前準(zhǔn)備”，到“做好客戶接待和溝通、完善售后服務(wù)、管理客戶關(guān)系”，并結(jié)合行業(yè)發(fā)展趨勢(shì)，最后重點(diǎn)介紹“客戶服務(wù)發(fā)展”，內(nèi)容邏輯清晰、條理分明，同時(shí)具有很強(qiáng)的指導(dǎo)性和可操作性。

張磊，電子商務(wù)領(lǐng)域骨干教師，擁有深厚的專業(yè)功底和長(zhǎng)期一線教學(xué)的豐富經(jīng)驗(yàn)，多次在核心期刊上發(fā)表了具有影響力的學(xué)術(shù)論文；主持并參與了包括《電子商務(wù)創(chuàng)新與客戶關(guān)系管理優(yōu)化策略》在內(nèi)的多項(xiàng)省級(jí)重點(diǎn)課題研究，積極推動(dòng)教學(xué)科研創(chuàng)新。堅(jiān)持“以賽促學(xué)、以賽促教”的教育理念，指導(dǎo)學(xué)生參與電商創(chuàng)新創(chuàng)業(yè)大賽屢獲佳績(jī)，為行業(yè)培養(yǎng)了大量?jī)?yōu)秀人才，其教學(xué)成果廣受師生贊譽(yù)與好評(píng)。

項(xiàng)目一 走進(jìn)客戶服務(wù)與管理 ················································································.1
任務(wù)1 認(rèn)識(shí)客戶服務(wù) ·················································································.3
任務(wù)2 認(rèn)識(shí)客戶管理 ················································································.11
【同步實(shí)訓(xùn)】 ···························································································.15
【項(xiàng)目小結(jié)】 ···························································································.15
【同步測(cè)試】 ···························································································.15
項(xiàng)目二 網(wǎng)店客服崗前準(zhǔn)備 ·················································································.17
任務(wù)1 網(wǎng)店客服的知識(shí)儲(chǔ)備 ·······································································.18
任務(wù)2 網(wǎng)店客服崗位操作技能 ····································································.27
【同步實(shí)訓(xùn)】 ···························································································.43
【項(xiàng)目小結(jié)】 ···························································································.44
【同步測(cè)試】 ···························································································.44
項(xiàng)目三 做好客戶接待和溝通 ··············································································.46
任務(wù)1 規(guī)范的客服接待流程 ·······································································.47
任務(wù)2 提高付款轉(zhuǎn)化率 ·············································································.64
【同步實(shí)訓(xùn)】 ···························································································.66
【項(xiàng)目小結(jié)】 ···························································································.67
【同步練習(xí)】 ···························································································.68
項(xiàng)目四 完善售后服務(wù) ·······················································································.69
任務(wù)1 了解售后服務(wù) ················································································.70
任務(wù)2 處理客戶糾紛與投訴 ·······································································.75
【同步實(shí)訓(xùn)】 ···························································································.80
【項(xiàng)目小結(jié)】 ···························································································.80
【同步測(cè)試】 ···························································································.80
項(xiàng)目五 管理客戶關(guān)系 ·······················································································.82
任務(wù)1 建立客戶數(shù)據(jù)庫(kù) ·············································································.83
任務(wù)2 做好客戶關(guān)懷 ················································································.86
任務(wù)3 搭建互動(dòng)營(yíng)銷平臺(tái) ··········································································.92
項(xiàng)目一 走進(jìn)客戶服務(wù)與管理 ················································································.1
任務(wù)1 認(rèn)識(shí)客戶服務(wù) ·················································································.3
任務(wù)2 認(rèn)識(shí)客戶管理 ················································································.11
【同步實(shí)訓(xùn)】 ···························································································.15
【項(xiàng)目小結(jié)】 ···························································································.15
【同步測(cè)試】 ···························································································.15
項(xiàng)目二 網(wǎng)店客服崗前準(zhǔn)備 ·················································································.17
任務(wù)1 網(wǎng)店客服的知識(shí)儲(chǔ)備 ·······································································.18
任務(wù)2 網(wǎng)店客服崗位操作技能 ····································································.27
【同步實(shí)訓(xùn)】 ···························································································.43
【項(xiàng)目小結(jié)】 ···························································································.44
【同步測(cè)試】 ···························································································.44
項(xiàng)目三 做好客戶接待和溝通 ··············································································.46
任務(wù)1 規(guī)范的客服接待流程 ·······································································.47
任務(wù)2 提高付款轉(zhuǎn)化率 ·············································································.64
【同步實(shí)訓(xùn)】 ···························································································.66
【項(xiàng)目小結(jié)】 ···························································································.67
【同步練習(xí)】 ···························································································.68
項(xiàng)目四 完善售后服務(wù) ·······················································································.69
任務(wù)1 了解售后服務(wù) ················································································.70
任務(wù)2 處理客戶糾紛與投訴 ·······································································.75
【同步實(shí)訓(xùn)】 ···························································································.80
【項(xiàng)目小結(jié)】 ···························································································.80
【同步測(cè)試】 ···························································································.80
項(xiàng)目五 管理客戶關(guān)系 ·······················································································.82
任務(wù)1 建立客戶數(shù)據(jù)庫(kù) ·············································································.83
任務(wù)2 做好客戶關(guān)懷 ················································································.86
任務(wù)3 搭建互動(dòng)營(yíng)銷平臺(tái) ··········································································.92