ESG경영 시대의 메타버스와 고객관계관리
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| Publication Date | 2023/02/17 |
| Pages/Weight/Size | 176*248*30mm |
| ISBN | 9791130316833 |
| Categories | 대학교재 > 경상계열 |
Description
“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
Contents
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····················································································225
9.6 자동차 분야·················································································227
사례 1 AWS “기업의 데이터 전략 구축을 위한 3요소”·········································································228
사례 2 바둑 · 체스 이어 보드게임도 정복…인공지능, 새로운 지평 열다································236
10장 빅데이터 활용과 고객분석기법 ㆍ239
10.1 고객관계관리를 위한 분석·····························································244
10.2 고객관계관리를 위한 데이터마이닝 기술·········································247
사례 1 AI 동력 ‘빅데이터’ 총집합?···“데이터플랫폼, DX시대 선도”··················································260
사례 2 혁신 서비스 이끄는 빅데이터 플랫폼…디지털 전환 ‘엔진’ 역할·································262
제4부 메타버스 서비스의 이해
11장 메타버스 서비스의 개념과 특징 ㆍ269
11.1 메타버스의 개념과 특징·································································271
11.2 왜 메타버스 혁명인가?··································································276
11.3 메타버스로 변화할 미래의 전망······················································279
사례 1 “AR · VR 기기 없어도 가능”…어떤 메타버스 펼쳐질까····························································282
사례 2 창의적 메타버스 콘텐츠 개발을 위해 주목해야 할 이용자 특징은 무엇이 있을까?······284
사례 3 [메타버스ESG] 굳이 ‘아바타’ 없어도… 온라인 활동은 ESG 실천하는 셈·····················287
12장 메타버스 서비스의 산업 동향 및 활용 ㆍ293
12.1 메타버스 4가지핵심요소 기술동향··················································295
12.2 교육, 전시 등 MICE 산업분야························································299
사례 1 신한은행, 메타버스 플랫폼 ‘시나몬’ 오픈 이벤트 시행··············································302
사례 2 [메타버스ESG] 물질 대신 전파 쓰는 메타버스, 핵심은 ‘친환경’··································315
13장 메타버스 플랫폼의 종류 및 특징 ㆍ319
13.1 메타버스 플랫폼 동향···································································321
13.2 국내외 메타버스 플랫폼 종류························································324
13.3 국내외 메타버스 플랫폼 특징························································327
13.4 국내외 메타버스 활용 사례···························································328
사례 1 애피어, 베터밀크와 전략적 파트너십 체결… AI 기반 새로운 옴니채널 쇼핑 경험 구축····331
사례 2 게임명가 넥슨이 만드는 메타버스는?…게임허브 될 ‘넥슨타운’ 시범 오픈··················334
사례 3 [메타버스ESG] 거버넌스 개선에 메타버스는 어떻게 활용되나··································337
제5부 메타버스 플랫폼의 활용
14장 메타버스와 서비스 경험 관리 ㆍ345
14.1 디자인 씽킹과 서비스···································································347
14.2 서비스 접점에서의 경험·······························································349
14.3 서비스 스케이프와 경험관리·························································352
14.4 메타버스를 이용한 서비스 경험의 최적화········································356
사례 1 메타버스: 가상현실 세계에 땅을 사는 사람들··························································360
사례 2 디지털 권리장전, 특정 계층 집중 아닌 보편적 ‘설계’ 관점 접근 필요·························363
사례 3 [메타버스ESG] 사회적 책임과 메타버스의 융합·······················································367
15장 메타버스와 정부 및 지방 행정 서비스 ㆍ371
15.1 메타버스와 지방행정 서비스의 적용 가능성······································373
15.2 공공부문 메타버스를 이용한 새로운 혁신 서비스: XR 메타버스
인천이음 프로젝트······································································377
15.3 메타버스를 이용한 지방행정 서비스의 개선방안 ·······························380
15.4 향후 발전방향············································································385
사례 1 문체부X한국관광공사, 제페토에 한국관광 테마월드 시리즈 제작······························387
사례 2 메타버스, 스포츠의 패러다임을 바꾼다···································································389
사례 3 [메타버스ESG 2022] ESG, 메타버스로 날개 단다····················································393
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····················································································225
9.6 자동차 분야·················································································227
사례 1 AWS “기업의 데이터 전략 구축을 위한 3요소”·········································································228
사례 2 바둑 · 체스 이어 보드게임도 정복…인공지능, 새로운 지평 열다································236
10장 빅데이터 활용과 고객분석기법 ㆍ239
10.1 고객관계관리를 위한 분석·····························································244
10.2 고객관계관리를 위한 데이터마이닝 기술·········································247
사례 1 AI 동력 ‘빅데이터’ 총집합?···“데이터플랫폼, DX시대 선도”··················································260
사례 2 혁신 서비스 이끄는 빅데이터 플랫폼…디지털 전환 ‘엔진’ 역할·································262
제4부 메타버스 서비스의 이해
11장 메타버스 서비스의 개념과 특징 ㆍ269
11.1 메타버스의 개념과 특징·································································271
11.2 왜 메타버스 혁명인가?··································································276
11.3 메타버스로 변화할 미래의 전망······················································279
사례 1 “AR · VR 기기 없어도 가능”…어떤 메타버스 펼쳐질까····························································282
사례 2 창의적 메타버스 콘텐츠 개발을 위해 주목해야 할 이용자 특징은 무엇이 있을까?······284
사례 3 [메타버스ESG] 굳이 ‘아바타’ 없어도… 온라인 활동은 ESG 실천하는 셈·····················287
12장 메타버스 서비스의 산업 동향 및 활용 ㆍ293
12.1 메타버스 4가지핵심요소 기술동향··················································295
12.2 교육, 전시 등 MICE 산업분야························································299
사례 1 신한은행, 메타버스 플랫폼 ‘시나몬’ 오픈 이벤트 시행··············································302
사례 2 [메타버스ESG] 물질 대신 전파 쓰는 메타버스, 핵심은 ‘친환경’··································315
13장 메타버스 플랫폼의 종류 및 특징 ㆍ319
13.1 메타버스 플랫폼 동향···································································321
13.2 국내외 메타버스 플랫폼 종류························································324
13.3 국내외 메타버스 플랫폼 특징························································327
13.4 국내외 메타버스 활용 사례···························································328
사례 1 애피어, 베터밀크와 전략적 파트너십 체결… AI 기반 새로운 옴니채널 쇼핑 경험 구축····331
사례 2 게임명가 넥슨이 만드는 메타버스는?…게임허브 될 ‘넥슨타운’ 시범 오픈··················334
사례 3 [메타버스ESG] 거버넌스 개선에 메타버스는 어떻게 활용되나··································337
제5부 메타버스 플랫폼의 활용
14장 메타버스와 서비스 경험 관리 ㆍ345
14.1 디자인 씽킹과 서비스···································································347
14.2 서비스 접점에서의 경험·······························································349
14.3 서비스 스케이프와 경험관리·························································352
14.4 메타버스를 이용한 서비스 경험의 최적화········································356
사례 1 메타버스: 가상현실 세계에 땅을 사는 사람들··························································360
사례 2 디지털 권리장전, 특정 계층 집중 아닌 보편적 ‘설계’ 관점 접근 필요·························363
사례 3 [메타버스ESG] 사회적 책임과 메타버스의 융합·······················································367
15장 메타버스와 정부 및 지방 행정 서비스 ㆍ371
15.1 메타버스와 지방행정 서비스의 적용 가능성······································373
15.2 공공부문 메타버스를 이용한 새로운 혁신 서비스: XR 메타버스
인천이음 프로젝트······································································377
15.3 메타버스를 이용한 지방행정 서비스의 개선방안 ·······························380
15.4 향후 발전방향············································································385
사례 1 문체부X한국관광공사, 제페토에 한국관광 테마월드 시리즈 제작······························387
사례 2 메타버스, 스포츠의 패러다임을 바꾼다···································································389
사례 3 [메타버스ESG 2022] ESG, 메타버스로 날개 단다····················································393