物流与供应链管理(英文版)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,#,Chapter 2,The customer service dimension,Outline,Themarketing andlogisticsinterface,What is customer service,?,?,Customerservice andcustomerretention,Service-drivenlogisticssystems,Setting customer servicepriorities,Setting servicestandards,Summary,This chapter,：,：,Highlightthe importanceofmanagingthe marketingandlogistics interfaceonanintegrated basis.,强调在,协,协调的,基,基础上,管,管理市,场,场营销,与,与物流,接,接口的,重,重要性,。,。,Emphasizes theneed to understandthe multiple elements of servicefromthecustomerperspective,.,.,从顾客,角,角度出,发,发，强,调,调理解,多,多重服,务,务要素,的,的重要,性,性。,Explainsoftheimportanceofcustomerretentionand thelife timevalueofacustomer.,解释客,户,户保持,与,与客户,终,终身价,值,值的重,要,要性。,Outlinestheideaofa service,-,-driven logisticssystembaseduponidentified serviceprioritiesandacustomerbasedsegmentationaccording to servicerequirement,.,.,概述服,务,务驱动,的,的物流,系,系统理,念,念，该,理,理念建,立,立在确,定,定服务,等,等级、,根,根据服务,需,需求细,分,分客户,群,群的基,础,础上。,Introducethe ideaofthe perfect orderasthebasisfor measuringServiceperformance.,介绍以,“,“完美,订,订单”,进,进行服,务,务绩效,测,测评的,思,思想方,法,法。,Themissionoflogisticsmanagementwasdefinedsimplyintermsofproviding themeanswhereby customersservicerequirementaremet.,Theultimatepurposeofanylogistics,istosatisfy customers.,Theobjectiveshouldbetoestablish achainofcustomers thatlinkspeople at alllevelsinthe organizationdirectlyorindirectlytothemarketplace,.,.,1.Themarketingand logisticsinterface,市场营,销,销和物,流,流相互,关,关联,Newwordsand expressions,1.Payroll,职,职,工,工名册,、,、发薪,簿,簿,onthepayroll,被,被雇用,。,。 offthepayroll,被,被解职,。,。,2.inexorable,不可动,摇,摇的，,不,不屈不,挠,挠的。,Questions1,Accordingtotext,thereare signs thatold viewisrapidlychanging,how doesitchange?,Questions2,What arethetwo factorswhichcontributedmosttothegrowingimportance ofcustomerservice?,Twofactorstothegrowingimportance ofcustomerservice:,1.Thecontinualdevelopmentofcustomerexpectations.,2.Theslow butinexorable transitiontowards,commoditytypemarkets.,持续上,涨,涨的客,户,户期望,。,。,向“无,差,差异商,品,品”市,场,场的过,渡,渡，这,是,是一个,缓,缓慢却,不,不可避,免,免的过,程,程。,2.Whatiscustomerservice?,Questions1,What is ,inessence,thedistribution function of thebusinessconcern about?,Makingthe,products,orservice,available,Questions2,ByLaLonde andZinszer s opinion,howtoexaminecustomerservice ?,LaLonde andZinszer suggestedthat customer servicecouldbeexaminedunderthreeheadings,:,:,1.Pre-transactionelements,2.Transaction elements,3.Post,-,-transactionelements,客户服,务,务可以,从,从三个,方,方面来,检,检查：,交易前,要,要素,交易中,要,要素,交易后,要,要素,Pre,-,-transactionelements,Written customer servicepolicy,(Isitcommunicated internallyand externally, is it understood, is it specific andquantified where possible?),Accessibility,(Are we easytocontact/dobusinesswith?Istherea singlepointofcontact?),Organizationstructure,(Isthereacustomerservice managementstructure in place?What level of controldotheyhave overtheirserviceprocess?),Systemflexibility,(Can we adapt ourservice delivery systemstomeetparticular customer needs?),客户服,务,务策略,的,的书面,文,文件,易接近,性,性,组织结,构,构,系统灵,活,活性,Transactionelements,Ordercycletime,(Whatistheelapsedtime fromordertodelivery,?,? Whatisthe reliability/variation?,),),Inventoryavailability,(Whatpercentage of demandforeachitem canbemetfromstock?,),),Orderfill rate,(Whatproportion of ordersarecompletelyfilledwithin thestatedleadtime?),Orderstatusinformation,(How longdoesittake us to respondtoaquerywith therequiredinformation?Doweinform thecustomerofproblemsordothey contactus,?,?),订单周,期,期时间,库存可,得,得性,订单完,成,成率,订单状,况,况信息,Post-transaction elements,Availabilityofspares,(Whatarethe in-socklevels of serviceparts,?,?),Call-outtime,(How longdoesittake fortheengineertoarrive andwhat is the,firstcallfixrate,?,?),Product tracing,/,/warranty,(Can we identify thelocationofindividual products oncepurchased?Canwemaintain,/,/extend thewarrantytocustomers, expected levels?,),),Customercomplaints,claimsetc.,(How promptly do we dealwithcomplaints andreturns?Dowemeasure customer satisfactionwith ourresponse?,),),备件可,得,得性,上门服,务,务时间,产品追,踪,踪/保,证,证,客户投,诉,诉、索,赔,赔等,Questions3,Whyisitessential foranybusinesstohavea clearlyidentifiedpolicytowardscustomerservice?,Itisbecause of themultivariatenature,Ofcustomerservice andbecause of,Thewidely differingrequirementsof,Specificmarkets.,Revenue lossdue to an out-of-stock,100,%,%,20%,20%,6%,54%,Intended,purchase,expenditure,Consumer,shops,elsewhere,/,/,does not,make purchase,Consumer,delays,purchase,Decrease,invalueof,purchased,alternatives,Purchase,expenditure,when out-of-,stockoccurs,46%decline,inintended,expenditures,Lowcoststrategies maylead to efficientlogisticsbut nottoeffectivelogistics.,低成本,战,战略可,能,能促成,有效率,的,的物流,，,，但难,以形成,有,有效益,的,的物流,。,。,Theimpact of logisticsandcustomerserviceonmarketing,Consumer,franchise,Customer,franchise,Supplychain,efficiency,Marketing,effectiveness,=,Customerservice,Partnership,Quickresponse,Flexibility,Reduced asset base,Lowcostsupplier,Marketshare,Customerretention,SuperiorROI,Brandvalue,Corporateimage,availability,消费者,特,特权,客,客户特,权,权,供,供应,链,链效率,市,市场,营,营销效,率,率,品牌价,值,值,企业形,象,象,可得性,客户服,务,务,合作关,系,系,快速反,应,应,灵活性,降低的,资,资产规,模,模,低成本,供,供应商,市场份,额,额,客户保,持,持,高投资,回,回报率,3.Customer service,and,customerretention,Organizations arenotonlycompete on theproductsfeaturesbut alsoonthe product,sadded-valueservices.,Peopledontbuy products,they,buybenefits,.,.,Theodore Levitt,(,(one of,leading thinkers),人们购,买,买的不,是,是产品,，,，购买,的,的是利,益,益。,Core,Product,service,surround,Quality,Product features,Technology,Durability etc.,Deliverylead timeand flexibility,Deliveryreliabilityandconsistency,Singlepointofcontact,Ease of doing business,After-salessupport etc.,Usingservice to augmentthe coreproduct,质量,产品特,征,征,技术,耐用度,等,等,配送的,前,前置时,间,间与灵,活,活性,配送的,可,可靠性,和,和连贯,性,性,单一的,联,联系渠,道,道,交易的,便,便捷度,售后服,务,务等,配套服,务,务,Oneofthe classicaldefinitionsofmarketingisthatitisconcernedwith,“,“gettingandkeepingcustomers,”,”.,Lifetimevalue,Theimportanceofcustomerretentionis,underlined by theconcept of the,lifetime,valueofacustomer.,Lifetimevalue=Averagetransactionvalue, yearlyfrequencyofpurchase,customer,lifeexpectancy,客户保,持,持的重,要,要性可,以,以通过,客,客户“,终,终身价,值,值”的,概,概念体,现,现出来,。,。,客户终,身,身价值,平均,交,交易额,年购,买,买频率,客户,“,“寿命,期,期望”,A simplemeasure of customer retentionistoaskthe question :,how manyofthe customersthat we had12monthsago do we still havetoday,?,?,Customerretentionindicators,Retained,Customers,New,customers,No.ofcustomers,12monthsago,No.ofcustomers,today,Valueofpurchases,12monthsago,Valueofpurchases,byretainedcustomers,12个,月,月之前,的,的客户,数,数量,新增客,户,户,原有客,户,户,当前客,户,户数量,12个,月,月之前,的,的购买,量,量,原有客,户,户购买,量,量,英镑,Theimportanceofcustomerretention,:,:,Furthermorethereisevidencetosuggest thatretainedcustomers aremore profitablethannewcustomers.,Why,?,?,A prime objectiveofanycustomerservicestrategyshouldbetoenhancecustomerretention,.,.,So,thereisrapidlyemerginga newfocusinmarketingand logisticsonthecreationof,relationships withcustomers.,Theprinciple behindRelationshipMarketingisthat theorganizationshould consciously strivetodevelop marketingstrategies to maintain andstrengthencustomerloyalty.,4.Service,-,-driven logisticssystems,Theroleoflogisticscanbeseenasthedevelopmentofsystemsandthe supporting,co-ordination processtoensure thatcustomerservicegoalsaremet.,This is theideaoftheservice-drivenlogistics system, asystem thatisdesignedtomeetdefined servicegoals,.,.,Sooftenwefind thatorganizationsdesignand managesystems which haveinternally-focused objectivesrather thanexternalgoals,.,.,A farmoreeffectivestartingpointforlogistics systemdesignisthe marketplace;inotherwordswemust fully understandthe serviceneedsofthe variousmarketsthat we addressand thenseektodevelop lowcost logisticssolutions,.,.,Ideally alllogisticsstrategiesandsystemsshouldbedevisedinthefollowing sequence:,Identifycustomers, serviceneeds,Definecustomerserviceobjectives,Designthe logisticssystem,认清客,户,户对服,务,务的需,求,求,确定客,户,户服务,目,目标,Identifyingcustomerserviceneeds,Identifythekey componentsofcustomerserviceasseen by customersthemselves.,Establishthe relative importanceofthoseservicecomponents to customers.,Identify,clusters, of customersaccordingtosimilarityofservice preferences.,找出在,客,客户眼,中,中关键,的,的客户,服,服务因,素,素。,设定客,户,户服务,要,要素的,相,相对重,要,要性。,根据服,务,务需求,相,相似性,，,，划分,客,客户群,。,。,Definingcustomerservice objectives,Thewholepurposeoflogisticsstrategyistoprovide customerswith theleverandqualityofservice thattheyrequire andtodosoatless costtothe total supplychain.,供应链,及,及物流,管,管理的,全,全部目,的,的在于,，,，保证,供,供应链,总,总成本,增,增幅较,小,小的同,时,时，按,客,客户要,求,求提供,服,服务。,Thedefinitionofappropriateservice objectivesismadeeasierifweadoptthe conceptoftheperfectorder.,Theperfectorderisachievedwhen thecustomers servicerequirements aremetinfull.,Themeasureofserviceisthereforedefinedasthepercentageofoccasionsonwhichthe customersrequirements aremetinfull.,Onefrequentlyencounteredmeasureoftheperfectorder:,On-time:90%,In-full:80%,Error-free:70%,Theactual prefectorderachievement,:,:,90%,80%,70,%,%=50.4,%,%,准时率,无错率,全部完,成,成率,Thecostbenefit of customer service,a basic fact:therewill be significant differences in profitabilitybetweencustomers,.,.,ParetoLaw(orthe 80/20 rule,),)?,Thechallenge to customer servicemanagement?,(,(P53),ThecostofService,0,Service level,100%,Costs of service,A steeplyrising,curve,Why,?,?,100,%,%,Service level,Costs of service,ShiftingthecostofService,Whatsthe use?,Howtodo,?,?,Service level,100%,Costs of service,thereturnstoService,Whyisthe,service,Response,Curve,S-shaped?,P55,5.Settingcustomerservicepriorities,设定客,户,户服务,优先级,Sincenotall ourcustomersare equallyprofitablenorare ourproductsequally profitable, shouldnotthe highestservicebegiventokeycustomers andkeyproducts,?,?,既然并,非,非所有,客,客户都,带,带来高,利,利润率,，,，不同,产,产品对,利,利润的,贡,贡献程,度,度也截,然,然不同,，,，难道,不,不应对,核,核心客,户,户和核,心,心产品,设,设定最,高,高的服,务,务优先,级,级？,The,Paretoor80,/,/20rule,20%,30%,50%,% Products/customers,A,C,B,5%,80%,15%,%sales,/,/profits,How,Does a,Typical,Company,Find its,Profits,Varying by,Customer,Andby,Product？,Question,What usemightbemade of theA,B,Ccategorization?,Thestock,-,-holdingpolicy,Product category,A,B,C,stockavailability,99%,97%,90%,Thebestwaytomanageproductservice levelsistotake intoaccountboth theprofitcontribution andtheindividualproduct demand.,Volume,(,(by SKU),Lo,Hi,Lo,Hi,Managingproduct servicelevels,(1),Seek cost,Reduction,成本有,待,待,降低,(2),Provide high,availability,确保高,可得性,(3),Review,复查,(4),J.I,.,.T,Delivery,准时配,送,送,Profitcontribution (bySKU,),),Customerservice andthe80,/,/20ruleu,Develop,Develop,Maintain,Review,A,C,B,C,B,A,Customer,Keyproducts, keyaccounts,(,(protect),Products,Ifthe80,/,/20ruleapplies bothtoproductsand customersthen allbusinesses areactuallyvery dependentupon averyfewcustomers buyinga fewhigh profitlines.,20%ofcustomers buying20%ofthe products,= 4,%,% of allcustomer/product transactions,Whichprovides:,80%of80,%,% of total profit,=,= 64%,Inotherwordsjust 4per centoftransactions gives us 64 percent of allourprofit.,Customerservice andthe80,/,/20rule,如果运,用,用80,/,/20,法,法则同,时,时对产,品,品和客,户,户分类,，,，那么,企,企业的,绝,绝大部,分,分经营,活,活动仅,依,依赖于,少,少量客,户,户，他,们,们购买,为,为数不,多,多的高,利,利润产,品,品。,Question,Howcan we makeuse of thisimportant fact,?,?,Setting servicestandards,Some keyareaswherestandardsare essential,Ordercycletime,Stockavailability,Order-size constraints,Orderingconvenience,Frequencyofdelivery,Deliveryreliability,Documentation quality,Claimsprocedure,Ordercompleteness,Technicalsupport,Orderstatusinformation,订单周,期,期,库存可,得,得性,订单规,模,模限制,订货便,捷,捷性,送货频,率,率,送货可,靠,靠性,文档质,量,量,索赔程,序,序,订单完,整,整性,技术支,持,持,订单状,态,态信息,Compositeserviceindex,Service element Importance weight Performance level Weighted score,(i) (ii) (i) (ii),Order fill rate 30% 70% 0.21,On time delivery 25% 60% 0.15,Order accuracy 25% 80% 0.20,Invoice accuracy 10% 90% 0.09,Returns 10% 95% 0.095,Index = 0.745,服务要,素,素,重要度,权,权重,服务绩,效,效水平,分值,订单满,足,足率,及时送,货,货率,送货准,确,确率,单据准,确,确率,退货率,Case Study,British Steel:creatingcustomer,valuethrough logisticsandsupply chain management,Background,Problems,Solutions,Result,Background,British Steel is thelargest steel manufacturerintheWesternhemisphere,andamongthe mostefficient.,Before1997,itwasalsooneofthe mostprofitable, exportingaroundhalfofits16m tonnesannualproduction,mostly to other parts of Europe.,Problems,Inthelate1990s,BritishSteelfacedtwochallenges:,1.From thenewbreedofUS,-,-style,mini,-,-milloperators (small,flexibleand highlyefficient,),);,2.From encroachmentbyalternativematerialsmanufacturers,(,(growinguseofaluminium which is lighter, moresophisticated,higher performance).,SolutionsofBSSP,BSSP invested heavilyinsupply chain partnership development activitieswithselectedindirectpressworkers, creating arangeofvalue,-,-adding products andservices,eachdesignedtosupport theminfulfillingthedemandsofthevehiclemanufacturers.,BSSP offersitscustomers accesstospecialist expertiseandtechnologies.,SolutionsofBSD,In1996,BSDopened thefirststeelservice andprocessing centretobedesigned,built, andlocated specificallytomeet theneedsofitsautomotiveindustrycustomers,.,.,BSD, facilitiesare designed to enableittowork morecloselythan everbefore withits pressworkcustomersand their subcontractors.,Result,They formthe coreofauniquethree,-,-yearprogram designed to strengthenBritishSteels ownpositionwithinthe industry by improvingthecompetitiveness of itsservice centreandpresswork customers,and throughthemitswholemotorindustrysupply chain.,Theprogrambringstogetherthe first fully co-ordinatednetwork of these three keytiersofautomotive suppliers.,Summary,Customerservice is amulti,-,-facetedconcept.Itisincreasinglyimportant as ameansofgainingandmaintainingdifferentiation in themarket,-,-place,.,. Equally, since no twocustomersare alike it mustberecognizedthat Servicemustbetailoredtomeet theneedsofdifferentcustomers.,客户服,务,务是一,个,个复杂,的,的概念,。,。,有必要,为,为不同,的,的客户,群,群量身,定,定制服,务,务策略,。,。,Logisticsmanagementcanplaya keyrole in enhancingcustomerlifetimevaluethrough increasingcustomersatisfaction andthus customer retention.toachievethis willrequirethedevelopmentofamarket,-,-driven logisticsstrategyandthe redefinitionofservice objectivesbaseduponcustomers specific requirements.,Perfect orderachievementshouldformthebasisfor themeasurementofservice performance andthecreationofservicestandards,.,.,在,延长客,户,户终身,价,价值上,，,，物流,管,管理扮,演,演了重,要,要的角,色,色，它,可,可以提,高,高客户,满,满意度,、,、巩固,客,客户保,留,留价值,。,。,“完美,订,订单”,应,应作为,衡,衡量服,务,务绩效,和,和制定,服,服务标,准,准的基,础,础。,