物流与供应链管理(英文版)教学课件(73张)

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. 强调在协调的基础上管理市场营销与物流接口的重要性。Emphasizes the need to understand the multiple elements of service from the customer perspective.从顾客角度出发，强调理解多重服务要素的重要性。Explains of the importance of customer retention and the life time value of a customer.解释客户保持与客

3、户终身价值的重要性。Outlines the idea of a service-driven logistics system based upon identified service priorities and a customer based segmentation according to service requirement.概述服务驱动的物流系统理念，该理念建立在确定服务等级、根据服务需求细分客户群的基础上。Introduce the idea of the perfect order as the basis for measuring Service performan

4、ce.介绍以“完美订单”进行服务绩效测评的思想方法。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市场营销和物流相互关联New words and expressions 1.Payroll 职工名册、发薪簿on the payroll 被雇用。 off the payroll 被解职。2. inexorable 不可动摇的，不屈不挠的。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.持续上涨的客户期望。向“无差异商品”市场的过渡，这是一个缓慢却不可避免的过程。 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客户服务可以从三个方面来检查： 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?)客户服务策略的书面文件易接近性组织结构系统灵活性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?)订单周期时间库存可得性

12、订单完成率订单状况信息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?)备件可得性上门服务时间产品追踪/保证客户投诉、索赔等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.低成本战略可能促成有效率的物流，但难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消费者特权 客户特权 供应链效率 市场营销效率品牌价值企业形象可得性客户服务合作关系快速反应灵活性降低

17、的资产规模低成本供应商市场份额客户保持高投资回报率 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)人们购买的不是产品，购买的是利益。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质量产品特征技术耐用度等配送的前置时间与灵活性配送的可靠性和连贯性单一的联系渠道交易的便捷度售后服务等配套服务 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客户保持的重要性可以通过客户“终身价值”的概念体现出来。客户终身价值平均交易额年购买频率客户“寿命期望”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个月之前的客户数量新增客户原有客户当前客户数量12个月之前的购买量原有客户购买量英镑 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认清客户

26、对服务的需求确定客户服务目标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.找出在客户眼中关键的客户服务因素。设定

27、客户服务要素的相对重要性。根据服务需求相似性，划分客户群。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. 供应链及物流管理的全部目的在于，保证供应链总成本增幅较小的同时，按客户要求提供服务。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%准时率无错率全部完成率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设定客户服务优先级 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? 既然并非所有客户都带来高利润率，不同产品对利润的贡献程度也截然不同，难道不应对核心客户和核心产品设定最

32、高的服务优先级？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确保高可得性(3)Review复查(4)J.I.TDelivery准时配送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如果运用80/20法则同时对产品和客户分类，那么企业的绝大部分经营活动仅依赖于少量客户，他们购买为数不多的高利润产品。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订单周期库存可得性订单规模限制订货便捷性送货频率送货可靠性文档质量索赔程序订单完整性技术支持订单状态信息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 服务要素重要度权重服务绩效水平分值订单满足率及时送货率送货准确率单据准确率退货率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.客户服务是一个复

45、杂的概念。有必要为不同的客户群量身定制服务策略。 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.在延长客户终身价值上，物流管理扮演了重要的角色，它可以提高客户满意度、巩固客户保留价值。“完美订单”应作为衡量服务绩效和制定服务标准的基础。1、这世上，没有谁活得比谁容易，只是有人在呼天抢地，有人在默默努力。2、当热诚变成习惯，恐惧和忧虑即无处容身。缺乏热

47、诚的人也没有明确的目标。热诚使想象的轮子转动。一个人缺乏热诚就象汽车没有汽油。善于安排玩乐和工作，两者保持热诚，就是最快乐的人。热诚使平凡的话题变得生动。3、起点低怕什么，大不了加倍努力。人生就像一场马拉松比赛，拼的不是起点，而是坚持的耐力和成长的速度。只要努力不止，进步也会不止。4、如果你不相信努力和时光，那么时光第一个就会辜负你。不要去否定你的过去，也不要用你的过去牵扯你的未来。不是因为有希望才去努力，而是努力了，才能看到希望。5、人生每天都要笑，生活的下一秒发生什么，我们谁也不知道。所以，放下心里的纠结，放下脑中的烦恼，放下生活的不愉快，活在当下。人生喜怒哀乐，百般形态，不如在心里全部淡

48、然处之，轻轻一笑，让心更自在，生命更恒久。积极者相信只有推动自己才能推动世界，只要推动自己就能推动世界。6、人性本善，纯如清溪流水凝露莹烁。欲望与情绪如风沙袭扰，把原本如天空旷蔚蓝的心蒙蔽。但我知道，每个人的心灵深处，不管乌云密布还是阴淤苍茫，但依然有一道彩虹，亮丽于心中某处。7、每个人的心里，都藏着一个了不起的自己，只要你不颓废，不消极，一直悄悄酝酿着乐观，培养着豁达，坚持着善良，只要在路上，就没有到达不了的远方！8、不要活在别人眼中，更不要活在别人嘴中。世界不会因为你的抱怨不满而为你改变，你能做到的只有改变你自己！9、欲戴王冠，必承其重。哪有什么好命天赐，不都是一路披荆斩棘才换来的。10、

49、放手如拔牙。牙被拔掉的那一刻，你会觉得解脱。但舌头总会不由自主地往那个空空的牙洞里舔，一天数次。不痛了不代表你能完全无视，留下的那个空缺永远都在，偶尔甚至会异常挂念。适应是需要时间的，但牙总是要拔，因为太痛，所以终归还是要放手，随它去。11、这个世界其实很公平，你想要比别人强，你就必须去做别人不想做的事，你想要过更好的生活，你就必须去承受更多的困难，承受别人不能承受的压力。12、逆境给人宝贵的磨炼机会。只有经得起环境考验的人，才能算是真正的强者。自古以来的伟人，大多是抱着不屈不挠的精神，从逆境中挣扎奋斗过来的。13、不同的人生，有不同的幸福。去发现你所拥有幸运，少抱怨上苍的不公，把握属于自己的幸福。你，我，我们大家都可以经历幸福的人生。14、给自己一份坚强，擦干眼泪；给自己一份自信，不卑不亢；给自己一份洒脱，悠然前行。轻轻品，静静藏。为了看阳光，我来到这世上；为了与阳光同行，我笑对忧伤。15、总不能流血就喊痛，怕黑就开灯，想念就联系，疲惫就放空，被孤立就讨好，脆弱就想家，不