ESG경영 시대의 메타버스와 고객관계관리(양장본 Hardcover)

제1부 고객관계 관리의 이해

제1부 고객관계관리의 이해
1장 고객관계관리의 기본원리 ㆍ 3
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 ㆍ 37
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 ㆍ 59
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 ㆍ 95
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 ㆍ 129
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 ㆍ 153
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 ㆍ 175
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 ㆍ 195
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 ㆍ 217
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 ㆍ 239
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 ㆍ 269
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 ㆍ 293
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 ㆍ 319
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 ㆍ 345
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 ㆍ 371
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

김승욱 현재 평택대학교 경영학과 교수로 재직 중이며 평생교육원장과 취창업지원단장을 맡고 있다. 최근에는 이코노미스트 경제지에 [메타버스와 웹3.0 경영]이라는 주제로 전문가 칼럼을 게재하고 있다. 이전에는 연세대학교 경영연구소 전문연구요원, 안진회계법인(Deloitte Korea), 삼일회계법인(PWC: Price Waterhouse Coopers)와 그리고 SAP Korea에서 경영컨설팅과 정보기술 컨설팅 업무를 수행하였다. 최근에는 교육부가 총괄하는 한국형 온라인 교육 강좌사업(K-MOOC)에 2년 연속 선정되어 국비와 운영비를 지원받게 되었으며 이를 통하여 전 세계 학생과 일반인들을 대상으로 경영학 분야의 온라인 교육강좌를 강의하고 있다. 2021년에는 한국형 온라인 공개강좌(K-MOOC)에 [빅데이터와 고객관계관리]가 개별강좌사업에 선정되었으며, 2022년에도 [메타버스와 서비스경영]이 신기술 신산업 분야에 선정되었다. 주요 저서로는 『디자인씽킹과 서비스경영(개정판)』, 『인공지능시대의 경영정보시스템』, 『빅데이터 마케팅과의 융합을 위한 고객관계관리(개정 4판)』, 『디지털 콘텐츠 비즈니스(개정판)』, 『디지털 트랜스포메이션을 위한 경영학 길잡이』 등이 있다.