物流与供应链管理

Chapter2

Thecustomerservicedimension物流与供应链管理第1页OutlineThemarketingandlogisticsinterfaceWhatiscustomerservice?CustomerserviceandcustomerretentionService-drivenlogisticssystemsSettingcustomerserviceprioritiesSettingservicestandardsSummary物流与供应链管理第2页Thischapter：

Highlighttheimportanceofmanagingthemarketingandlogisticsinterfaceonanintegratedbasis.强调在协调基础上管理市场营销与物流接口主要性。Emphasizestheneedtounderstandthemultipleelementsofservicefromthecustomerperspective.从用户角度出发，强调了解多重服务要素主要性。物流与供应链管理第3页Explainsoftheimportanceofcustomerretentionandthelifetimevalueofacustomer.解释客户保持与客户终生价值主要性。Outlinestheideaofaservice-drivenlogisticssystembaseduponidentifiedserviceprioritiesandacustomerbasedsegmentationaccordingtoservicerequirement.概述服务驱动物流系统理念，该理念建立在确定服务等级、依据服务需求细分客户群基础上。物流与供应链管理第4页Introducetheideaofthe‘perfectorder’asthebasisformeasuringServiceperformance.介绍以“完美订单”进行服务绩效测评思想方法。物流与供应链管理第5页Themissionoflogisticsmanagement

wasdefinedsimplyintermsofprovidingthemeanswherebycustomer’sservicerequirementaremet.物流与供应链管理第6页Theultimatepurposeofanylogistics

istosatisfycustomers.物流与供应链管理第7页Theobjectiveshouldbetoestablishachainofcustomersthatlinkspeopleatalllevelsintheorganizationdirectlyorindirectlytothemarketplace.物流与供应链管理第8页1.Themarketingandlogisticsinterface市场营销和物流相互关联物流与供应链管理第9页Newwordsandexpressions1.Payroll职员名册、发薪簿onthepayroll被雇用。offthepayroll被解职。2.inexorable不可动摇，不屈不挠。物流与供应链管理第10页Questions1Accordingtotext,therearesignsthatoldviewisrapidlychanging,howdoesitchange?物流与供应链管理第11页Questions2Whatarethetwofactorswhichcontributedmosttothegrowingimportanceofcustomerservice?物流与供应链管理第12页Twofactorstothegrowingimportanceofcustomerservice:1.Thecontinualdevelopmentofcustomerexpectations.2.Theslowbutinexorabletransitiontowards‘commodity’typemarkets.连续上涨客户期望。向“无差异商品”市场过渡，这是一个迟缓却不可防止过程。物流与供应链管理第13页2.Whatiscustomerservice?物流与供应链管理第14页Questions1Whatis,inessence,thedistributionfunctionofthebusinessconcernabout?Makingtheproductsorserviceavailable物流与供应链管理第15页Questions2ByLaLondeandZinszer‘sopinion,howtoexaminecustomerservice?物流与供应链管理第16页LaLondeandZinszersuggestedthatcustomerservicecouldbeexaminedunderthreeheadings:1.Pre-transactionelements2.Transactionelements3.Post-transactionelements客户服务能够从三个方面来检验：交易前要素交易中要素交易后要素物流与供应链管理第17页Pre-transactionelementsWrittencustomerservicepolicy(Isitcommunicatedinternallyandexternally,isitunderstood,isitspecificandquantifiedwherepossible?)Accessibility(Areweeasytocontact/dobusinesswith?Isthereasinglepointofcontact?)Organizationstructure(Isthereacustomerservicemanagementstructureinplace?Whatlevelofcontroldotheyhaveovertheirserviceprocess?)Systemflexibility(Canweadaptourservicedeliverysystemstomeetparticularcustomerneeds?)客户服务策略书面文件易靠近性组织结构系统灵活性物流与供应链管理第18页TransactionelementsOrdercycletime(Whatistheelapsedtimefromordertodelivery?Whatisthereliability/variation?)Inventoryavailability(Whatpercentageofdemandforeachitemcanbemetfromstock?)Orderfillrate(Whatproportionofordersarecompletelyfilledwithinthestatedleadtime?)Orderstatusinformation(Howlongdoesittakeustorespondtoaquerywiththerequiredinformation?Doweinformthecustomerofproblemsordotheycontactus?)订单周期时间库存可得性订单完成率订单情况信息物流与供应链管理第19页Post-transactionelementsAvailabilityofspares(Whatarethein-socklevelsofserviceparts?)Call-outtime(Howlongdoesittakefortheengineertoarriveandwhatisthe‘firstcallfixrate’?)Producttracing/warranty(Canweidentifythelocationofindividualproductsoncepurchased?Canwemaintain/extendthewarrantytocustomers’expectedlevels?)Customercomplaints,claimsetc.(Howpromptlydowedealwithcomplaintsandreturns?Dowemeasurecustomersatisfactionwithourresponse?)备件可得性上门服务时间产品追踪/确保客户投诉、索赔等物流与供应链管理第20页Questions3Whyisitessentialforanybusinesstohaveaclearlyidentifiedpolicytowardscustomerservice?ItisbecauseofthemultivariatenatureOfcustomerserviceandbecauseofThewidelydifferingrequirementsofSpecificmarkets.物流与供应链管理第21页Revenuelossduetoanout-of-stock100%20%20%6%54%IntendedpurchaseexpenditureConsumershopselsewhere/doesnotmakepurchaseConsumerdelayspurchaseDecreaseinvalueofpurchasedalternativesPurchaseexpenditurewhenout-of-stockoccurs46%declineinintendedexpenditures物流与供应链管理第22页Lowcoststrategiesmayleadtoefficientlogisticsbutnottoeffectivelogistics.低成本战略可能促成有效率物流，但难以形成有效益物流。物流与供应链管理第23页TheimpactoflogisticsandcustomerserviceonmarketingConsumerfranchiseCustomerfranchiseSupplychainefficiencyMarketingeffectiveness××=CustomerservicePartnershipQuickresponseFlexibilityReducedassetbaseLowcostsupplierMarketshareCustomerretentionSuperiorROIBrandvalueCorporateimageavailability消费者特权客户特权供给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资产规模低成本供给商市场份额客户保持高投资回报率物流与供应链管理第24页3.Customerserviceandcustomerretention物流与供应链管理第25页Organizationsarenotonlycompeteontheproducts’featuresbutalsoontheproduct’sadded-valueservices.物流与供应链管理第26页Peopledon’tbuyproducts,theybuybenefits.——TheodoreLevitt(oneofleadingthinkers)人们购置不是产品，购置是利益。物流与供应链管理第27页CoreProductservicesurroundQualityProductfeaturesTechnologyDurabilityetc.DeliveryleadtimeandflexibilityDeliveryreliabilityandconsistencySinglepointofcontactEaseofdoingbusinessAfter-salessupportetc.Usingservicetoaugmentthecoreproduct质量产品特征技术耐用度等配送前置时间与灵活性配送可靠性和连贯性单一联络渠道交易便捷度售后服务等配套服务物流与供应链管理第28页Oneoftheclassicaldefinitionsofmarketingisthatitisconcernedwith“gettingandkeepingcustomers”.物流与供应链管理第29页LifetimevalueTheimportanceofcustomerretentionisunderlinedbytheconceptofthe‘lifetimevalue’ofacustomer.Lifetimevalue=Averagetransactionvalue×yearlyfrequencyofpurchase×customer‘lifeexpectancy’客户保持主要性能够经过客户“终生价值”概念表达出来。客户终生价值＝平均交易额×年购置频率×客户“寿命期望”物流与供应链管理第30页Asimplemeasureofcustomerretentionistoaskthequestion:’howmanyofthecustomersthatwehad12monthsagodowestillhavetoday?’物流与供应链管理第31页Customerretentionindicators￡￡RetainedCustomersNewcustomersNo.ofcustomers12monthsagoNo.ofcustomerstodayValueofpurchases12monthsagoValueofpurchasesbyretainedcustomers12个月之前客户数量新增客户原有客户当前客户数量12个月之前购置量原有客户购置量英镑物流与供应链管理第32页

Theimportanceofcustomerretention:

Furthermorethereisevidencetosuggestthatretainedcustomersaremoreprofitablethannewcustomers.Why?物流与供应链管理第33页

Aprimeobjectiveofanycustomerservicestrategyshouldbetoenhancecustomerretention.物流与供应链管理第34页So,thereisrapidlyemerginganewfocusinmarketingandlogisticsonthecreationof‘relationships’withcustomers.TheprinciplebehindRelationshipMarketingisthattheorganizationshouldconsciouslystrivetodevelopmarketingstrategiestomaintainandstrengthencustomerloyalty.

物流与供应链管理第35页4.Service-drivenlogisticssystems物流与供应链管理第36页Theroleoflogisticscanbeseenasthedevelopmentofsystemsandthesupportingco-ordinationprocesstoensurethatcustomerservicegoalsaremet.Thisistheideaoftheservice-drivenlogisticssystem——asystemthatisdesignedtomeetdefinedservicegoals.物流与供应链管理第37页

Sooftenwefindthatorganizationsdesignandmanagesystemswhichhaveinternally-focusedobjectivesratherthanexternalgoals.物流与供应链管理第38页Afarmoreeffectivestartingpointforlogisticssystemdesignisthemarketplace;inotherwordswemustfullyunderstandtheserviceneedsofthevariousmarketsthatweaddressandthenseektodeveloplowcostlogisticssolutions.物流与供应链管理第39页Ideallyalllogisticsstrategiesandsystemsshouldbedevisedinthefollowingsequence:Identifycustomers’serviceneedsDefinecustomerserviceobjectivesDesignthelogisticssystem 认清客户对服务需求 确定客户服务目标物流与供应链管理第40页Identifyingcustomer’serviceneedsIdentifythekeycomponentsofcustomerserviceasseenbycustomersthemselves.Establishtherelativeimportanceofthoseservicecomponentstocustomers.Identify‘clusters’ofcustomersaccordingtosimilarityofservicepreferences.找出在客户眼中关键客户服务原因。设定客户服务要素相对主要性。依据服务需求相同性，划分客户群。物流与供应链管理第41页Definingcustomerserviceobjectives

Thewholepurposeoflogisticsstrategyistoprovidecustomerswiththeleverandqualityofservicethattheyrequireandtodosoatlesscosttothetotalsupplychain.

供给链及物流管理全部目标在于，确保供给链总成本增幅较小同时，按客户要求提供服务。物流与供应链管理第42页Thedefinitionofappropriateserviceobjectivesismadeeasierifweadopttheconceptoftheperfectorder.Theperfectorderisachievedwhenthecustomer’sservicerequirementsaremetinfull.Themeasureofserviceisthereforedefinedasthepercentageofoccasionsonwhichthecustomer’srequirementsaremetinfull.物流与供应链管理第43页Onefrequentlyencounteredmeasureoftheperfectorder:On-time:90%In-full:80%Error-free:70%Theactualprefectorderachievement:90%×80%×70%=50.4%按时率无错率全部完成率物流与供应链管理第44页Thecostbenefitofcustomerserviceabasicfact:therewillbesignificantdifferencesinprofitabilitybetweencustomers.

ParetoLaw(orthe80/20rule)?物流与供应链管理第45页Thechallengetocustomerservicemanagement?(P53)物流与供应链管理第46页ThecostofService0Servicelevel100%CostsofserviceAsteeplyrisingcurveWhy?物流与供应链管理第47页100%ServicelevelCostsofserviceShiftingthecostofServiceWhat’stheuse?Howtodo?物流与供应链管理第48页Servicelevel100%CostsofservicethereturnstoServiceWhyistheserviceResponseCurveS-shaped?P55物流与供应链管理第49页5.Settingcustomerservicepriorities设定客户服务优先级物流与供应链管理第50页Sincenotallourcustomersareequallyprofitablenorareourproductsequallyprofitable,shouldnotthehighestservicebegiventokeycustomersandkeyproducts?既然并非全部客户都带来高利润率，不一样产品对利润贡献程度也截然不一样，莫非不应对关键客户和关键产品设定最高服务优先级？物流与供应链管理第51页The‘Pareto’or80/20rule20%30%50%%Products/customers‘A’‘C’‘B’5%80%15%%sales/profitsHowDoesaTypicalCompanyFinditsProfitsVaryingbyCustomerAndbyProduct？物流与供应链管理第52页Question

WhatusemightbemadeoftheA,B,Ccategorization?物流与供应链管理第53页Thestock-holdingpolicyProductcategoryABCstockavailability99%97%90%物流与供应链管理第54页Thebestwaytomanageproductservicelevelsistotakeintoaccountboththeprofitcontributionandtheindividualproductdemand.物流与供应链管理第55页Volume(bySKU)LoHiLoHiManagingproductservicelevels(1)SeekcostReduction成本有待降低(2)Providehighavailability确保高可得性(3)Review复查(4)J.I.TDelivery按时配送Profitcontribution(bySKU)物流与供应链管理第56页Customerserviceandthe80/20ruleuDevelopDevelopMaintainReviewACBCBACustomerKeyproducts,keyaccounts(protect)Products物流与供应链管理第57页

Ifthe80/20ruleappliesbothtoproductsandcustomersthenallbusinessesareactuallyverydependentuponaveryfewcustomersbuyingafewhighprofitlines.20%ofcustomersbuying20%oftheproducts=4%ofallcustomer/producttransactionsWhichprovides:80%of80%oftotalprofit=64%Inotherwordsjust4percentoftransactionsgivesus64percentofallourprofit.Customerserviceandthe80/20rule假如利用80/20法则同时对产品和客户分类，那么企业绝大部分经营活动仅依赖于少许客户，他们购置为数不多高利润产品。物流与供应链管理第58页QuestionHowcanwemakeuseofthisimportantfact?物流与供应链管理第59页Settingservicestandards物流与供应链管理第60页Somekeyareaswhere

standardsareessentialOrdercycletimeStockavailabilityOrder-sizeconstraintsOrderingconvenienceFrequencyofdeliveryDeliveryreliabilityDocumentationqualityClaimsprocedureOrdercompletenessTechnicalsupportOrderstatusinformation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物流与供应链管理第61页CompositeserviceindexServiceelementImportanceweightPerformancelevelWeightedscore(i)(ii)(i)×(ii)Orderfillrate30%70%0.21Ontimedelivery25%60%0.15Orderaccuracy25%80%0.20Invoiceaccuracy10%90%0.09Returns10%95%0.095Index=0.745服务要素主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物流与供应链管理第62页CaseStudyBritishSteel:creatingcustomervaluethroughlogisticsandsupplychainmanagement物流与供应链管理第63页BackgroundProblemsSolutionsResult物流与供应链管理第64页BackgroundBritishSteelisthelargeststeelmanufacturerintheWesternhemisphere,andamongthemostefficient.Before1997,itwasalsooneofthemostprofitable,exportingaroundhalfofits16mtonnesannualproduction,mostlytootherpartsofEurope.物流与供应链管理第65页ProblemsInthelate1990s,BritishSteelfacedtwochallenges:1.FromthenewbreedofUS-style‘mini-mill’operators(small,flexibleandhighlyefficient);2.Fromencroachmentbyalternativematerialsmanufacturers(growinguseofaluminiumwhichislighter,moresophisticated,higherperformance).物流与供应链管理第66页SolutionsofBSSPBSSPinvestedheavilyinsupplychainpartnershipdevelopmentactivitieswithselectedindirectpressworkers,creatingarangeofvalue-addingproductsandservices,eachdesignedtosupporttheminfulfillingthedemandsofthevehiclemanufacturers.BSSPoffersitscustomersaccesstospecialistexpertiseandtechnologies.物流与供应链管理第67页SolutionsofBSD