物流與供應(yīng)鏈管理(英文版)教學(xué)課件(73張)

1、Chapter 2 The customer service dimensionOutlineThe marketing and logistics interfaceWhat is customer service?Customer service and customer retentionService-driven logistics systemsSetting customer service prioritiesSetting service standardsSummaryThis chapter： Highlight the importance of managing th

2、e marketing and logistics interface on an integrated basis. 強調(diào)在協(xié)調(diào)的基礎(chǔ)上管理市場營銷與物流接口的重要性。Emphasizes the need to understand the multiple elements of service from the customer perspective.從顧客角度出發(fā)，強調(diào)理解多重服務(wù)要素的重要性。Explains of the importance of customer retention and the life time value of a customer.解釋客戶保持與客

3、戶終身價值的重要性。Outlines the idea of a service-driven logistics system based upon identified service priorities and a customer based segmentation according to service requirement.概述服務(wù)驅(qū)動的物流系統(tǒng)理念，該理念建立在確定服務(wù)等級、根據(jù)服務(wù)需求細分客戶群的基礎(chǔ)上。Introduce the idea of the perfect order as the basis for measuring Service performan

4、ce.介紹以“完美訂單”進行服務(wù)績效測評的思想方法。The mission of logistics management was defined simply in terms of providing the means whereby customers service requirement are met.The ultimate purpose of any logistics is to satisfy customers. The objective should be to establish a chain of customers that links people at

5、 all levels in the organization directly or indirectly to the marketplace.1.The marketing and logistics interface市場營銷和物流相互關(guān)聯(lián)New words and expressions 1.Payroll 職工名冊、發(fā)薪簿on the payroll 被雇用。 off the payroll 被解職。2. inexorable 不可動搖的，不屈不撓的。Questions 1According to text, there are signs that old view is rap

6、idly changing, how does it change?Questions 2What are the two factors which contributed most to the growing importance of customer service?Two factors to the growing importance of customer service: 1.The continual development of customer expectations. 2.The slow but inexorable transition towards com

7、modity type markets.持續(xù)上漲的客戶期望。向“無差異商品”市場的過渡，這是一個緩慢卻不可避免的過程。 2.What is customer service?Questions 1 What is ,in essence, the distribution function of the business concern about?Making the products or service availableQuestions 2 By LaLonde and Zinszer s opinion , how to examine customer service ?LaLo

8、nde and Zinszer suggested that customer service could be examined under three headings:1.Pre-transaction elements2.Transaction elements3.Post-transaction elements客戶服務(wù)可以從三個方面來檢查： 交易前要素 交易中要素 交易后要素Pre-transaction elementsWritten customer service policy (Is it communicated internally and externally, is

9、 it understood, is it specific and quantified where possible?)Accessibility (Are we easy to contact/do business with? Is there a single point of contact?)Organization structure (Is there a customer service management structure in place? What level of control do they have over their service process?)

10、System flexibility (Can we adapt our service delivery systems to meet particular customer needs?)客戶服務(wù)策略的書面文件易接近性組織結(jié)構(gòu)系統(tǒng)靈活性Transaction elementsOrder cycle time (What is the elapsed time from order to delivery? What is the reliability/variation?)Inventory availability (What percentage of demand for eac

11、h item can be met from stock?)Order fill rate (What proportion of orders are completely filled within the stated lead time?)Order status information (How long does it take us to respond to a query with the required information? Do we inform the customer of problems or do they contact us?)訂單周期時間庫存可得性

12、訂單完成率訂單狀況信息Post-transaction elementsAvailability of spares (What are the in-sock levels of service parts?)Call-out time (How long does it take for the engineer to arrive and what is the first call fix rate?)Product tracing/warranty (Can we identify the location of individual products once purchased?

13、 Can we maintain/extend the warranty to customers expected levels?)Customer complaints, claims etc. (How promptly do we deal with complaints and returns? Do we measure customer satisfaction with our response?)備件可得性上門服務(wù)時間產(chǎn)品追蹤/保證客戶投訴、索賠等Questions 3 Why is it essential for any business to have a clearl

14、y identified policy towards customer service?It is because of the multivariate natureOf customer service and because of The widely differing requirements ofSpecific markets. Revenue loss due to an out-of-stock100%20%20%6%54%IntendedpurchaseexpenditureConsumershopselsewhere/does notmake purchaseConsu

15、merdelayspurchaseDecreasein value ofpurchasedalternativesPurchaseexpenditurewhen out-of-stock occurs46% declinein intendedexpendituresLow cost strategies may lead to efficient logistics but not to effective logistics.低成本戰(zhàn)略可能促成有效率的物流，但難以形成有效益的物流。The impact of logistics and customer service on marketi

16、ngConsumerfranchiseCustomerfranchiseSupply chainefficiencyMarketingeffectiveness=Customer servicePartnershipQuick response FlexibilityReduced asset baseLow cost supplierMarket shareCustomer retentionSuperior ROIBrand valueCorporate imageavailability消費者特權(quán) 客戶特權(quán) 供應(yīng)鏈效率 市場營銷效率品牌價值企業(yè)形象可得性客戶服務(wù)合作關(guān)系快速反應(yīng)靈活性降低

17、的資產(chǎn)規(guī)模低成本供應(yīng)商市場份額客戶保持高投資回報率 3.Customer service and customer retention Organizations are not only compete on the products features but also on the products added-value services.People dont buy products, they buy benefits. Theodore Levitt (one of leading thinkers)人們購買的不是產(chǎn)品，購買的是利益。Core Productservicesurr

18、oundQualityProduct featuresTechnologyDurability etc.Delivery lead time and flexibilityDelivery reliability and consistencySingle point of contactEase of doing businessAfter-sales support etc.Using service to augment the core product質(zhì)量產(chǎn)品特征技術(shù)耐用度等配送的前置時間與靈活性配送的可靠性和連貫性單一的聯(lián)系渠道交易的便捷度售后服務(wù)等配套服務(wù) One of the c

19、lassical definitions of marketing is that it is concerned with “getting and keeping customers”. Lifetime valueThe importance of customer retention is underlined by the concept of the lifetime value of a customer.Lifetime value= Average transaction value yearly frequency of purchase customer life exp

20、ectancy客戶保持的重要性可以通過客戶“終身價值”的概念體現(xiàn)出來?？蛻艚K身價值平均交易額年購買頻率客戶“壽命期望”A simple measure of customer retention is to ask the question :how many of the customers that we had 12 months ago do we still have today?Customer retention indicatorsRetainedCustomersNew customersNo. of customers12 months agoNo. of customer

21、stodayValue of purchases12 months agoValue of purchasesby retained customers 12個月之前的客戶數(shù)量新增客戶原有客戶當(dāng)前客戶數(shù)量12個月之前的購買量原有客戶購買量英鎊 The importance of customer retention: Furthermore there is evidence to suggest that retained customers are more profitable than new customers.Why? A prime objective of any custom

22、er service strategy should be to enhance customer retention.So, there is rapidly emerging a new focus in marketing and logistics on the creation of relationships with customers.The principle behind Relationship Marketing is that the organization should consciously strive to develop marketing strateg

23、ies to maintain and strengthen customer loyalty. 4.Service-driven logistics systemsThe role of logistics can be seen as the development of systems and the supporting co-ordination process to ensure that customer service goals are met.This is the idea of the service-driven logistics system a system t

24、hat is designed to meet defined service goals. So often we find that organizations design and manage systems which have internally-focused objectives rather than external goals. A far more effective starting point for logistics system design is the marketplace; in other words we must fully understan

25、d the service needs of the various markets that we address and then seek to develop low cost logistics solutions. Ideally all logistics strategies and systems should be devised in the following sequence:Identify customers service needsDefine customer service objectivesDesign the logistics system認清客戶

26、對服務(wù)的需求確定客戶服務(wù)目標(biāo)Identifying customer service needsIdentify the key components of customer service as seen by customers themselves.Establish the relative importance of those service components to customers.Identify clusters of customers according to similarity of service preferences.找出在客戶眼中關(guān)鍵的客戶服務(wù)因素。設(shè)定

27、客戶服務(wù)要素的相對重要性。根據(jù)服務(wù)需求相似性，劃分客戶群。Defining customer service objectives The whole purpose of logistics strategy is to provide customers with the lever and quality of service that they require and to do so at less cost to the total supply chain. 供應(yīng)鏈及物流管理的全部目的在于，保證供應(yīng)鏈總成本增幅較小的同時，按客戶要求提供服務(wù)。The definition of a

28、ppropriate service objectives is made easier if we adopt the concept of the perfect order. The perfect order is achieved when the customers service requirements are met in full.The measure of service is therefore defined as the percentage of occasions on which the customers requirements are met in f

29、ull. One frequently encountered measure of the perfect order: On-time:90% In-full:80% Error-free:70% The actual prefect order achievement: 90% 80% 70%=50.4%準(zhǔn)時率無錯率全部完成率The cost benefit of customer servicea basic fact: there will be significant differences in profitability between customers. Pareto La

30、w (or the 80/20 rule)?The challenge to customer service management?(P53)The cost of Service0Service level100%Costs of serviceA steeply risingcurveWhy?100%Service levelCosts of serviceShifting the cost of ServiceWhats the use?How to do?Service level100%Costs of service the returns to ServiceWhy is th

31、e serviceResponseCurveS-shaped?P55 5.Setting customer service priorities設(shè)定客戶服務(wù)優(yōu)先級 Since not all our customers are equally profitable nor are our products equally profitable, should not the highest service be given to key customers and key products? 既然并非所有客戶都帶來高利潤率，不同產(chǎn)品對利潤的貢獻程度也截然不同，難道不應(yīng)對核心客戶和核心產(chǎn)品設(shè)定最

32、高的服務(wù)優(yōu)先級？The Pareto or 80/20 rule20%30%50% Products/customersACB5%80%15%sales/profitsHow Does a TypicalCompanyFind itsProfitsVarying byCustomerAnd byProduct？Question What use might be made of the A,B,C categorization?The stock-holding policyProduct categoryABCstock availability99%97%90%The best way t

33、o manage product service levels is to take into account both the profit contribution and the individual product demand.Volume (by SKU)LoHiLoHiManaging product service levels(1)Seek costReduction成本有待降低(2)Provide highavailability確保高可得性(3)Review復(fù)查(4)J.I.TDelivery準(zhǔn)時配送Profit contribution (by SKU)Customer

34、 service and the 80/20 ruleuDevelopDevelopMaintainReviewACBCBACustomerKey products, key accounts (protect)Products If the 80/20 rule applies both to products and customers then all businesses are actually very dependent upon a very few customers buying a few high profit lines. 20% of customers buyin

35、g 20% of the products = 4% of all customer/product transactions Which provides: 80% of 80% of total profit = 64% In other words just 4 per cent of transactions gives us 64 per cent of all our profit.Customer service and the 80/20 rule如果運用80/20法則同時對產(chǎn)品和客戶分類，那么企業(yè)的絕大部分經(jīng)營活動僅依賴于少量客戶，他們購買為數(shù)不多的高利潤產(chǎn)品。Questio

36、n How can we make use of this important fact?Setting service standardsSome key areas wherestandards are essential Order cycle timeStock availabilityOrder-size constraintsOrdering convenienceFrequency of deliveryDelivery reliabilityDocumentation qualityClaims procedureOrder completenessTechnical supp

37、ortOrder status information訂單周期庫存可得性訂單規(guī)模限制訂貨便捷性送貨頻率送貨可靠性文檔質(zhì)量索賠程序訂單完整性技術(shù)支持訂單狀態(tài)信息Composite service indexService element Importance weight Performance level Weighted score (i) (ii) (i) (ii) Order fill rate 30% 70% 0.21On time delivery 25% 60% 0.15 Order accuracy 25% 80% 0.20 Invoice accuracy 10% 90% 0.

38、09Returns 10% 95% 0.095 Index = 0.745 服務(wù)要素重要度權(quán)重服務(wù)績效水平分值訂單滿足率及時送貨率送貨準(zhǔn)確率單據(jù)準(zhǔn)確率退貨率Case StudyBritish Steel: creating customer value through logistics and supply chain managementBackgroundProblemsSolutionsResultBackgroundBritish Steel is the largest steel manufacturer in the Western hemisphere, and among

39、the most efficient.Before 1997,it was also one of the most profitable, exporting around half of its 16m tonnes annual production, mostly to other parts of Europe.Problems In the late 1990s, British Steel faced two challenges: 1. From the new breed of US-style mini-mill operators (small, flexible and

40、 highly efficient );2. From encroachment by alternative materials manufacturers (growing use of aluminium which is lighter, more sophisticated, higher performance).Solutions of BSSPBSSP invested heavily in supply chain partnership development activities with selected indirect pressworkers, creating

41、a range of value-adding products and services, each designed to support them in fulfilling the demands of the vehicle manufacturers.BSSP offers its customers access to specialist expertise and technologies.Solutions of BSDIn 1996, BSD opened the first steel service and processing centre to be design

42、ed, built, and located specifically to meet the needs of its automotive industry customers.BSD facilities are designed to enable it to work more closely than ever before with its presswork customers and their subcontractors.ResultThey form the core of a unique three-year program designed to strength

43、en British Steels own position within the industry by improving the competitiveness of its service centre and presswork customers, and through them its whole motor industry supply chain.The program brings together the first fully co-ordinated network of these three key tiers of automotive suppliers.

44、Summary Customer service is a multi-faceted concept. It is increasingly important as a means of gaining and maintaining differentiation in the market-place. Equally, since no two customers are alike it must be recognized that Service must be tailored to meet the needs of different customers.客戶服務(wù)是一個復(fù)

45、雜的概念。有必要為不同的客戶群量身定制服務(wù)策略。 Logistics management can play a key role in enhancing customer lifetime value through increasing customer satisfaction and thus customer retention. to achieve this will require the development of a market-driven logistics strategy and the redefinition of service objectives b

46、ased upon customers specific requirements. Perfect order achievement should form the basis for the measurement of service performance and the creation of service standards.在延長客戶終身價值上，物流管理扮演了重要的角色，它可以提高客戶滿意度、鞏固客戶保留價值?！巴昝烙唵巍睉?yīng)作為衡量服務(wù)績效和制定服務(wù)標(biāo)準(zhǔn)的基礎(chǔ)。1、這世上，沒有誰活得比誰容易，只是有人在呼天搶地，有人在默默努力。2、當(dāng)熱誠變成習(xí)慣，恐懼和憂慮即無處容身。缺乏熱

47、誠的人也沒有明確的目標(biāo)。熱誠使想象的輪子轉(zhuǎn)動。一個人缺乏熱誠就象汽車沒有汽油。善于安排玩樂和工作，兩者保持熱誠，就是最快樂的人。熱誠使平凡的話題變得生動。3、起點低怕什么，大不了加倍努力。人生就像一場馬拉松比賽，拼的不是起點，而是堅持的耐力和成長的速度。只要努力不止，進步也會不止。4、如果你不相信努力和時光，那么時光第一個就會辜負你。不要去否定你的過去，也不要用你的過去牽扯你的未來。不是因為有希望才去努力，而是努力了，才能看到希望。5、人生每天都要笑，生活的下一秒發(fā)生什么，我們誰也不知道。所以，放下心里的糾結(jié)，放下腦中的煩惱，放下生活的不愉快，活在當(dāng)下。人生喜怒哀樂，百般形態(tài)，不如在心里全部淡

48、然處之，輕輕一笑，讓心更自在，生命更恒久。積極者相信只有推動自己才能推動世界，只要推動自己就能推動世界。6、人性本善，純?nèi)缜逑魉冬摖q。欲望與情緒如風(fēng)沙襲擾，把原本如天空曠蔚藍的心蒙蔽。但我知道，每個人的心靈深處，不管烏云密布還是陰淤蒼茫，但依然有一道彩虹，亮麗于心中某處。7、每個人的心里，都藏著一個了不起的自己，只要你不頹廢，不消極，一直悄悄醞釀著樂觀，培養(yǎng)著豁達，堅持著善良，只要在路上，就沒有到達不了的遠方！8、不要活在別人眼中，更不要活在別人嘴中。世界不會因為你的抱怨不滿而為你改變，你能做到的只有改變你自己！9、欲戴王冠，必承其重。哪有什么好命天賜，不都是一路披荊斬棘才換來的。10、

49、放手如拔牙。牙被拔掉的那一刻，你會覺得解脫。但舌頭總會不由自主地往那個空空的牙洞里舔，一天數(shù)次。不痛了不代表你能完全無視，留下的那個空缺永遠都在，偶爾甚至?xí)惓炷?。適應(yīng)是需要時間的，但牙總是要拔，因為太痛，所以終歸還是要放手，隨它去。11、這個世界其實很公平，你想要比別人強，你就必須去做別人不想做的事，你想要過更好的生活，你就必須去承受更多的困難，承受別人不能承受的壓力。12、逆境給人寶貴的磨煉機會。只有經(jīng)得起環(huán)境考驗的人，才能算是真正的強者。自古以來的偉人，大多是抱著不屈不撓的精神，從逆境中掙扎奮斗過來的。13、不同的人生，有不同的幸福。去發(fā)現(xiàn)你所擁有幸運，少抱怨上蒼的不公，把握屬于自己的幸福。你，我，我們大家都可以經(jīng)歷幸福的人生。14、給自己一份堅強，擦干眼淚；給自己一份自信，不卑不亢；給自己一份灑脫，悠然前行。輕輕品，靜靜藏。為了看陽光，我來到這世上；為了與陽光同行，我笑對憂傷。15、總不能流血就喊痛，怕黑就開燈，想念就聯(lián)系，疲憊就放空，被孤立就討好，脆弱就想家，不