專業(yè)英語物流與供應鏈管理 (2)ppt課件

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. 強調在協(xié)調的根底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)，強調了解多重效力要素的重要性。Explains of the importance of customer retention and the life time value of a customer.解釋客戶堅持與客

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.概述效力驅動的物流系統(tǒng)理念，該理念建立在確定效力等級、根據(jù)效力需求細分客戶群的根底上。Introduce the idea of the perfect order as the basis for measuring Service performan

4、ce.引見以“完美訂單進展效力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 rapi

6、dly 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 comm

7、odity type markets.繼續(xù)上漲的客戶期望。向“無差別商品市場的過渡，這是一個緩慢卻不可防止的過程。 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 ?LaLond

8、e and Zinszer suggested that customer service could be examined under three headings:1.Pre-transaction elements2.Transaction elements3.Post-transaction elements客戶效力可以從三個方面來檢查： 買賣前要素 買賣中要素 買賣后要素Pre-transaction elementsWritten customer service policy (Is it communicated internally and externally, is i

9、t 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?)Sy

10、stem flexibility (Can we adapt our service delivery systems to meet particular customer needs?)客戶效力戰(zhàn)略的書面文件易接近性組織構造系統(tǒng)靈敏性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 each

11、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訂單

12、完成率訂單情況信息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? C

13、an 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?)備件可得性上門效力時間產(chǎn)品追蹤/保證客戶贊揚、索賠等Questions 3 Why is it essential for any business to have a clearly

14、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 purchaseConsume

15、rdelayspurchaseDecreasein value ofpurchasedalternativesPurchaseexpenditurewhen out-of-stock occurs46% declinein intendedexpendituresLow cost strategies may lead to efficient logistics but not to effective logistics.低本錢戰(zhàn)略能夠促成有效率的物流，但難以構成有效益的物流。The impact of logistics and customer service on marketing

16、ConsumerfranchiseCustomerfranchiseSupply chainefficiencyMarketingeffectiveness=Customer servicePartnershipQuick response FlexibilityReduced asset baseLow cost supplierMarket shareCustomer retentionSuperior ROIBrand valueCorporate imageavailability消費者特權 客戶特權 供應鏈效率 市場營銷效率品牌價值企業(yè)籠統(tǒng)可得性客戶效力協(xié)作關系快速反響靈敏性降低的資

17、產(chǎn)規(guī)模低本錢供應商市場份額客戶堅持高投資報答率 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 Productservicesurrou

18、ndQualityProduct 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質量產(chǎn)品特征技術耐用度等配送的前置時間與靈敏性配送的可靠性和銜接性單一的聯(lián)絡渠道買賣的便利度售后效力等配套效力 One of the cla

19、ssical 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 expect

20、ancy客戶堅持的重要性可以經(jīng)過客戶“終身價值的概念表達出來。客戶終身價值平均買賣額年購買頻率客戶“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 customerstoda

21、yValue 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 customer se

22、rvice 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 strategies t

23、o 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 that i

24、s 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 understand the

25、 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認清客戶對效力的需

26、求確定客戶效力目的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.找出在客戶眼中關鍵的客戶效力要素。設定客戶效力要

27、素的相對重要性。根據(jù)效力需求類似性，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. 供應鏈及物流管理的全部目的在于，保證供應鏈總本錢增幅較小的同時，按客戶要求提供效力。The definition of approp

28、riate 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 full.

29、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 Law (or

30、 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 the ser

31、viceResponseCurveS-shaped?P55 5.Setting customer service priorities設定客戶效力優(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? 既然并非一切客戶都帶來高利潤率，不同產(chǎn)品對利潤的奉獻程度也截然不同，難道不應對中心客戶和中心產(chǎn)品設定最高的效力優(yōu)

32、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 to man

33、age 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本錢有待降低(2)Provide highavailability確保高可得性(3)Review復查(4)J.I.TDelivery準時配送Profit contribution (by SKU)Customer serv

34、ice 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 buying 20%

35、 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假設運用80/20法那么同時對產(chǎn)品和客戶分類，那么企業(yè)的絕大部分運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。Question Ho

36、w 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 supportO

37、rder status information訂單周期庫存可得性訂單規(guī)模限制訂貨便利性送貨頻率送貨可靠性文檔質量索賠程序訂單完好性技術支持訂單形狀信息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% 0.09Re

38、turns 10% 95% 0.095 Index = 0.745 效力要素重要度權重效力績效程度分值訂單滿足率及時送貨率送貨準確率單據(jù)準確率退貨率Case StudyBritish Steel: creating customer value through logistics and supply chain managementBackgroundProblemsSolutionsResultBackgroundBritish Steel is the largest steel manufacturer in the Western hemisphere, and among the

39、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 hig

40、hly 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 a ra

41、nge 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 designed, built, and located specifically to meet the needs of its automot