本书由校企合作开发编写，以实际企业岗位运营为导向，面向电子商务企业客户服务岗位进行工作任务分析和职业能力分析。本书依据“工作项目→典型工作任务→岗位技能要求→相关知识”逻辑主线，将内容分解为各个工作任务，并以具体的电商平台、商品及业务类型作为工作任务载体，完成工作任务所需要的理论知识和实践技能分析。本书共包含6 个项目，从“走进客户服务与管理、网店客服岗前准备”，到“做好客户接待和沟通、完善售后服务、管理客户关系”，并结合行业发展趋势，最后重点介绍“客户服务发展”，内容逻辑清晰、条理分明，同时具有很强的指导性和可操作性。

张磊，电子商务领域骨干教师，拥有深厚的专业功底和长期一线教学的丰富经验，多次在核心期刊上发表了具有影响力的学术论文；主持并参与了包括《电子商务创新与客户关系管理优化策略》在内的多项省级重点课题研究，积极推动教学科研创新。坚持“以赛促学、以赛促教”的教育理念，指导学生参与电商创新创业大赛屡获佳绩，为行业培养了大量优秀人才，其教学成果广受师生赞誉与好评。

项目一 走进客户服务与管理 ················································································.1
任务1 认识客户服务 ·················································································.3
任务2 认识客户管理 ················································································.11
【同步实训】 ···························································································.15
【项目小结】 ···························································································.15
【同步测试】 ···························································································.15
项目二 网店客服岗前准备 ·················································································.17
任务1 网店客服的知识储备 ·······································································.18
任务2 网店客服岗位操作技能 ····································································.27
【同步实训】 ···························································································.43
【项目小结】 ···························································································.44
【同步测试】 ···························································································.44
项目三 做好客户接待和沟通 ··············································································.46
任务1 规范的客服接待流程 ·······································································.47
任务2 提高付款转化率 ·············································································.64
【同步实训】 ···························································································.66
【项目小结】 ···························································································.67
【同步练习】 ···························································································.68
项目四 完善售后服务 ·······················································································.69
任务1 了解售后服务 ················································································.70
任务2 处理客户纠纷与投诉 ·······································································.75
【同步实训】 ···························································································.80
【项目小结】 ···························································································.80
【同步测试】 ···························································································.80
项目五 管理客户关系 ·······················································································.82
任务1 建立客户数据库 ·············································································.83
任务2 做好客户关怀 ················································································.86
任务3 搭建互动营销平台 ··········································································.92
项目一 走进客户服务与管理 ················································································.1
任务1 认识客户服务 ·················································································.3
任务2 认识客户管理 ················································································.11
【同步实训】 ···························································································.15
【项目小结】 ···························································································.15
【同步测试】 ···························································································.15
项目二 网店客服岗前准备 ·················································································.17
任务1 网店客服的知识储备 ·······································································.18
任务2 网店客服岗位操作技能 ····································································.27
【同步实训】 ···························································································.43
【项目小结】 ···························································································.44
【同步测试】 ···························································································.44
项目三 做好客户接待和沟通 ··············································································.46
任务1 规范的客服接待流程 ·······································································.47
任务2 提高付款转化率 ·············································································.64
【同步实训】 ···························································································.66
【项目小结】 ···························································································.67
【同步练习】 ···························································································.68
项目四 完善售后服务 ·······················································································.69
任务1 了解售后服务 ················································································.70
任务2 处理客户纠纷与投诉 ·······································································.75
【同步实训】 ···························································································.80
【项目小结】 ···························································································.80
【同步测试】 ···························································································.80
项目五 管理客户关系 ·······················································································.82
任务1 建立客户数据库 ·············································································.83
任务2 做好客户关怀 ················································································.86
任务3 搭建互动营销平台 ··········································································.92