| 수험서 | 참고서 | 자격서 | 일반도서 | + 쉼터 |
박영사 ESG경영 시대의 메타버스와 고객관계관리 김승욱
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- 상품평가
- 상품문의
- 배송/반품/환불
ESG경영 시대의 메타버스와 고객관계관리
정가 : 28,000원
품목정보
| 발행일 | 2023년 02월 17일 |
|---|---|
| 쪽수, 무게, 크기 | 420쪽 | 176*248*30mm |
| ISBN13 | 9791130316833 |
| ISBN10 | 1130316831 |
책소개
“지난 2-3년간 우리는 사회적 거리두기(social distance), 격리(quarantine), 줌 미팅(ZOOM meeting), 인공지능 키오스크 등 과거 전혀 들어보지 못했던 단어들과 익숙한 하루하루를 보내고 있다. 과거에는 친한 사람들과의 언제든지 편안하게 만나왔던 즐거움들이 언택트 시대에는 어쩌다 힘들게 만나는 모임들도 매우 소중한 추억으로 기억되었으며 추억이 없는 일상이 일상화되기도 하였다. 하지만, 언택트 환경의 장벽을 해결하고 관계의 끈을 이어나가는 방법으로 ‘사회관계망서비스(SNS)’라고 불리는 페이스북이나 인스타그램 등과 같은 곳에서 직접 대면하지 못한 친구들이나 가족들의 새로운 게시물에 대해서 ‘좋아요’라는 버튼을 한번씩 눌러주면서 서로의 관계가 단절되지 않았다는 행동을 하기도 하고 댓글로 다양한 의견을 나누기도 한다. 따라서 현재와 같은 디지털 시대에 고객관계관리를 잘하기 위해서는 다양한 빅데이터를 분석하되 그 데이터 속에 감춰진 고객의 마음을 이해하고, 고객의 더 깊숙한 비즈니스를 예측하기 위해서 기업은 학습하고 노력해야 한다.” - 머리말 중에서
목차
제1부 고객관계 관리의 이해
제1부 고객관계관리의 이해
1장 고객관계관리의 기본원리 ㆍ3
1.1 고객관계관리의 등장배경····································································6
1.2 CRM의 정의 및 특징·······································································11
1.3 CRM의 영역과 종류········································································16
1.4 CRM의 성공적 접근 방안·································································21
사례 1 상거래도 디지털 전환 바람…SAP “고객경험 관리하라”···············································26
사례 2 매출 성장을 위한 고객 관리, 이제는 선택이 아닌 필수다············································30
사례 3 [메타버스ESG] “재택근무도 메타버스ESG 융합 사례”················································32
2장 고객관계관리의 핵심영역 ㆍ37
2.1 CRM 마케팅··················································································40
2.2 CRM 영업·····················································································43
2.3 CRM 서비스··················································································46
2.4 CRM 콜 센터·················································································48
사례 1 고객경험 관리 시장 공략 나선 SAP코리아, 제품 포트폴리오 확장································51
사례 2 고객 정보 관리의 중요성 및 최선의 관리 방법에 대하여·············································53
3장 콜 센터와 고객관계관리 ㆍ59
3.1 콜 센터의 정의···············································································61
3.2 고객응대센터·················································································64
3.3 아웃바운드 콜 관리·········································································76
3.4 콜 센터와 텔레마케팅·····································································81
사례 1 인공지능 고객관리 기법을 바꾸다·············································································86
사례 2 AI가 콜 센터 상담원을 도와줄 수 있을까?·································································88
4장 모바일 세일즈와 서비스 ㆍ95
4.1 모바일 비즈니스·············································································99
4.2 모바일 세일즈··············································································105
4.3 모바일 서비스·············································································111
사례 1 에스씨지솔루션즈 “기업과 소비자 모두 아우르는 다양한 IT 솔루션 제공할 것”···············118
사례 2 안랩, 모바일 금융 보안위협 통합관리 서비스 선보여···············································112
제2부 서비스 마케팅과 고객관계관리
5장 서비스 마케팅과 고객관계관리 ㆍ129
5.1 서비스의 정의··············································································132
5.2 서비스의 특성··············································································133
5.3 서비스 마케팅전략의 수립······························································137
5.4 변화하는 마케팅믹스·····································································141
5.5 서비스 기업의 CRM 활동전략·························································143
사례 1 서비스 마케팅의 이해와 2022년 활용 팁······································································146
사례 2 “2023년 디지털 마케팅 트렌드는 피지털 · HVOD · 검색광고”… 인크로스················151
6장 고객 확보 전략과 고객관계관리 ㆍ153
6.1 고객확보 전략··············································································156
6.2 교차판매와 업셀···········································································157
6.3 고객유지·····················································································162
6.4 채널 최적화················································································164
6.5 대량 맞춤화·················································································166
사례 1 유통망없는 중소기업, 네이버가 ‘고객 데이터’ 분석 돕는다···········································170
사례 2 비즈니스에서 메타버스를 활용하는 방향································································172
7장 레트로(Retro) 경영과 고객관계관리 ㆍ175
7.1 레트로 경영의 정의 및 개념····························································177
7.2 레트로 경영과 CRM에서의 활용 방안···············································179
7.3 레트로 경영의 활용 사례································································182
사례 1 돌아온 X세대, 지금은 ‘레트로 마케팅 시대’···································································185
사례 2 돌아온 싸이월드, 다시 뜨는 세기말 패션 … 복고 마케팅 불 붙었다···························190
제3부 빅데이터와 고객관계관리
8장 빅데이터 분석과 활용 ㆍ195
8.1 빅데이터의 정의와 등장 배경··························································197
8.2 빅데이터의 3대 요소·····································································198
8.3 하둡에 대해·················································································200
8.4 빅데이터 국내외 활용 사례····························································201
8.5 미래 빅데이터 시장 전망································································206
사례 1 빅데이터 모아 사회문제 해결…국민 삶의질 높인다 [데이터기반 행정 앞장선 행안부]·209
사례 2 교육분야 빅데이터 활용, 미래교육 가야할 길··························································213
9장 빅데이터 분석과 고객관계관리 ㆍ217
9.1 교통 분야····················································································219
9.2 쇼핑 분야····················································································221
9.3 금융 분야····················································································223
9.4 의학 분야···················································································224
9.5 여행 분야·························································&midd
제1부 고객관계관리의 이해
1장 고객관계관리의 기본원리 ㆍ3
1.1 고객관계관리의 등장배경····································································6
1.2 CRM의 정의 및 특징·······································································11
1.3 CRM의 영역과 종류········································································16
1.4 CRM의 성공적 접근 방안·································································21
사례 1 상거래도 디지털 전환 바람…SAP “고객경험 관리하라”···············································26
사례 2 매출 성장을 위한 고객 관리, 이제는 선택이 아닌 필수다············································30
사례 3 [메타버스ESG] “재택근무도 메타버스ESG 융합 사례”················································32
2장 고객관계관리의 핵심영역 ㆍ37
2.1 CRM 마케팅··················································································40
2.2 CRM 영업·····················································································43
2.3 CRM 서비스··················································································46
2.4 CRM 콜 센터·················································································48
사례 1 고객경험 관리 시장 공략 나선 SAP코리아, 제품 포트폴리오 확장································51
사례 2 고객 정보 관리의 중요성 및 최선의 관리 방법에 대하여·············································53
3장 콜 센터와 고객관계관리 ㆍ59
3.1 콜 센터의 정의···············································································61
3.2 고객응대센터·················································································64
3.3 아웃바운드 콜 관리·········································································76
3.4 콜 센터와 텔레마케팅·····································································81
사례 1 인공지능 고객관리 기법을 바꾸다·············································································86
사례 2 AI가 콜 센터 상담원을 도와줄 수 있을까?·································································88
4장 모바일 세일즈와 서비스 ㆍ95
4.1 모바일 비즈니스·············································································99
4.2 모바일 세일즈··············································································105
4.3 모바일 서비스·············································································111
사례 1 에스씨지솔루션즈 “기업과 소비자 모두 아우르는 다양한 IT 솔루션 제공할 것”···············118
사례 2 안랩, 모바일 금융 보안위협 통합관리 서비스 선보여···············································112
제2부 서비스 마케팅과 고객관계관리
5장 서비스 마케팅과 고객관계관리 ㆍ129
5.1 서비스의 정의··············································································132
5.2 서비스의 특성··············································································133
5.3 서비스 마케팅전략의 수립······························································137
5.4 변화하는 마케팅믹스·····································································141
5.5 서비스 기업의 CRM 활동전략·························································143
사례 1 서비스 마케팅의 이해와 2022년 활용 팁······································································146
사례 2 “2023년 디지털 마케팅 트렌드는 피지털 · HVOD · 검색광고”… 인크로스················151
6장 고객 확보 전략과 고객관계관리 ㆍ153
6.1 고객확보 전략··············································································156
6.2 교차판매와 업셀···········································································157
6.3 고객유지·····················································································162
6.4 채널 최적화················································································164
6.5 대량 맞춤화·················································································166
사례 1 유통망없는 중소기업, 네이버가 ‘고객 데이터’ 분석 돕는다···········································170
사례 2 비즈니스에서 메타버스를 활용하는 방향································································172
7장 레트로(Retro) 경영과 고객관계관리 ㆍ175
7.1 레트로 경영의 정의 및 개념····························································177
7.2 레트로 경영과 CRM에서의 활용 방안···············································179
7.3 레트로 경영의 활용 사례································································182
사례 1 돌아온 X세대, 지금은 ‘레트로 마케팅 시대’···································································185
사례 2 돌아온 싸이월드, 다시 뜨는 세기말 패션 … 복고 마케팅 불 붙었다···························190
제3부 빅데이터와 고객관계관리
8장 빅데이터 분석과 활용 ㆍ195
8.1 빅데이터의 정의와 등장 배경··························································197
8.2 빅데이터의 3대 요소·····································································198
8.3 하둡에 대해·················································································200
8.4 빅데이터 국내외 활용 사례····························································201
8.5 미래 빅데이터 시장 전망································································206
사례 1 빅데이터 모아 사회문제 해결…국민 삶의질 높인다 [데이터기반 행정 앞장선 행안부]·209
사례 2 교육분야 빅데이터 활용, 미래교육 가야할 길··························································213
9장 빅데이터 분석과 고객관계관리 ㆍ217
9.1 교통 분야····················································································219
9.2 쇼핑 분야····················································································221
9.3 금융 분야····················································································223
9.4 의학 분야···················································································224
9.5 여행 분야·························································&midd
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상품 고시 정보
1. 배송
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배송은 주문 후 결재완료일을 기준으로 1~2일 안에 배송완료를 원칙으로 하고 있습니다.
다만 부득이한 경우(해당상품의 품절 및 절판) 고객님께 전화를 드려서 처리를 합니다.
배송은 당일 오후 5시이전(토요일은 오후1시)에 주문및 결재를 하시면 당일배송됩니다.
배송은 주문 후 결재완료일을 기준으로 1~2일 안에 배송완료를 원칙으로 하고 있습니다.
다만 부득이한 경우(해당상품의 품절 및 절판) 고객님께 전화를 드려서 처리를 합니다.
2. 배송료
배송료는 3만원 이상이 경우 이그잼플러스에서 부담하고, 미만일 경우 고객이 2,500원을 부담합니다.
다만 구매금액이 3만원 이상인데 적립금 등을 사용하여 실제 결재금액이 3만원 미만이 되더라도 이그잼플러스에서 배송료를 부담하고, 제주를 제외한 도서지역의 경우는 5,000원이 추가된답니다. 해외배송은 전액 고객부담이 된답니다.
5. 반품/교환
받으신 날 부터 일주일 이내 반품/교환이 가능하십니다. 시간이 지나면 처리가 불가함을 알려 드립니다. 다만 주문하신 상품과 다른 상품이 배송되거나 파본, 낙장이 있는 도서의 경우 이용약관에 준하여 이그잼플러스의 비용으로 교환, 반품 및 환불 등을 해드립니다.
받으신 날 부터 일주일 이내 반품/교환이 가능하십니다. 시간이 지나면 처리가 불가함을 알려 드립니다. 다만 주문하신 상품과 다른 상품이 배송되거나 파본, 낙장이 있는 도서의 경우 이용약관에 준하여 이그잼플러스의 비용으로 교환, 반품 및 환불 등을 해드립니다.
4. 환불
받으신 날부터 2일 이내로 전화나 1:1 게시글로 적어주셔야 가능하십니다.
5. 주의
고객님 변심으로 인한 교환/반품/환불 고객님께서 택배비(왕복택배비)를 부담이 되니 이점 유의해 주십시오. 또한 강의테잎/얇은문제집/비닐포장된제품등은 한번 구매하시면 교환/반품/환불이 전혀 안됩니다. 신중히 생각하셔서 구매 부탁드립니다. 다만 불량테잎의 경우 그 불량이 된 개별테잎을 이그잼플러스의 비용으로 A/S를 해드립니다.
6. 주문취소, 교환, 반품 및 환불은 당일 5시 이전에 해주셔야 가능합니다.
그 이후는 배송 등에 따른 제비용을 부담하셔야 합니다.