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1、Chapter2Thecustomerservicedimension Outline ThemarketingandlogisticsinterfaceWhatiscustomerservice CustomerserviceandcustomerretentionService drivenlogisticssystemsSettingcustomerserviceprioritiesSettingservicestandardsSummary Thischapter Highlighttheimportanceofmanagingthemarketingandlogisticsinter
2、faceonanintegratedbasis 强调在协调的基础上管理市场营销与物流接口的重要性 Emphasizestheneedtounderstandthemultipleelementsofservicefromthecustomerperspective 从顾客角度出发 强调理解多重服务要素的重要性 Explainsoftheimportanceofcustomerretentionandthelifetimevalueofacustomer 解释客户保持与客户终身价值的重要性 Outlinestheideaofaservice drivenlogisticssystembasedu
3、ponidentifiedserviceprioritiesandacustomerbasedsegmentationaccordingtoservicerequirement 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 Introducetheideaofthe perfectorder asthebasisformeasuringServiceperformance 介绍以 完美订单 进行服务绩效测评的思想方法 Themissionoflogisticsmanagementwasdefinedsimplyintermsofprovidingthem
4、eanswherebycustomer sservicerequirementaremet Theultimatepurposeofanylogisticsistosatisfycustomers Theobjectiveshouldbetoestablishachainofcustomersthatlinkspeopleatalllevelsintheorganizationdirectlyorindirectlytothemarketplace 1 Themarketingandlogisticsinterface 市场营销和物流相互关联 Newwordsandexpressions 1
5、Payroll职工名册 发薪簿onthepayroll被雇用 offthepayroll被解职 2 inexorable不可动摇的 不屈不挠的 Questions1 Accordingtotext therearesignsthatoldviewisrapidlychanging howdoesitchange Questions2 Whatarethetwofactorswhichcontributedmosttothegrowingimportanceofcustomerservice Twofactorstothegrowingimportanceofcustomerservice 1
6、Thecontinualdevelopmentofcustomerexpectations 2 Theslowbutinexorabletransitiontowards commodity typemarkets 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 Whatiscustomerservice Questions1 Whatis inessence thedistributionfunctionofthebusinessconcernabout Makingtheproductsorserviceavailable Questions2 ByLaL
7、ondeandZinszer sopinion howtoexaminecustomerservice LaLondeandZinszersuggestedthatcustomerservicecouldbeexaminedunderthreeheadings 1 Pre transactionelements2 Transactionelements3 Post transactionelements 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 transactionelements Writtencustomerservicepolicy Isitcommunic
8、atedinternallyandexternally isitunderstood isitspecificandquantifiedwherepossible Accessibility Areweeasytocontact dobusinesswith Isthereasinglepointofcontact Organizationstructure Isthereacustomerservicemanagementstructureinplace Whatlevelofcontroldotheyhaveovertheirserviceprocess Systemflexibility
9、 Canweadaptourservicedeliverysystemstomeetparticularcustomerneeds 客户服务策略的书面文件 易接近性 组织结构 系统灵活性 Transactionelements Ordercycletime Whatistheelapsedtimefromordertodelivery Whatisthereliability variation Inventoryavailability Whatpercentageofdemandforeachitemcanbemetfromstock Orderfillrate Whatproportio
10、nofordersarecompletelyfilledwithinthestatedleadtime Orderstatusinformation Howlongdoesittakeustorespondtoaquerywiththerequiredinformation Doweinformthecustomerofproblemsordotheycontactus 订单周期时间 库存可得性 订单完成率 订单状况信息 Post transactionelements Availabilityofspares Whatarethein socklevelsofserviceparts Cal
11、l outtime Howlongdoesittakefortheengineertoarriveandwhatisthe firstcallfixrate Producttracing warranty Canweidentifythelocationofindividualproductsoncepurchased Canwemaintain extendthewarrantytocustomers expectedlevels Customercomplaints claimsetc Howpromptlydowedealwithcomplaintsandreturns Dowemeas
12、urecustomersatisfactionwithourresponse 备件可得性 上门服务时间 产品追踪 保证 客户投诉 索赔等 Questions3 Whyisitessentialforanybusinesstohaveaclearlyidentifiedpolicytowardscustomerservice ItisbecauseofthemultivariatenatureOfcustomerserviceandbecauseofThewidelydifferingrequirementsofSpecificmarkets Revenuelossduetoanout of s
13、tock 100 20 20 6 54 Intendedpurchaseexpenditure Consumershopselsewhere doesnotmakepurchase Consumerdelayspurchase Decreaseinvalueofpurchasedalternatives Purchaseexpenditurewhenout of stockoccurs 46 declineinintendedexpenditures Lowcoststrategiesmayleadtoefficientlogisticsbutnottoeffectivelogistics 低
14、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 Theimpactoflogisticsandcustomerserviceonmarketing Consumerfranchise Customerfranchise Supplychainefficiency Marketingeffectiveness CustomerservicePartnershipQuickresponse FlexibilityReducedassetbaseLowcostsupplier MarketshareCustomerretentionSuperiorROI BrandvalueCorporate
15、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 Customerserviceandcustomerretention Organizationsarenotonlycompeteontheproducts featuresbutalsoontheproduct sadded valueservices Peopledon tbuyproducts theybuybenefits TheodoreLevitt oneofleadingthinker
16、s 人们购买的不是产品 购买的是利益 CoreProduct service surround QualityProductfeaturesTechnologyDurabilityetc DeliveryleadtimeandflexibilityDeliveryreliabilityandconsistencySinglepointofcontactEaseofdoingbusinessAfter salessupportetc Usingservicetoaugmentthecoreproduct 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 Oneoftheclassicaldefinitionsofmarketingisthatitisconcernedwith gettingandkeepingcustomers Lifetimevalue Theimportanceofcustomerretentionisunderlinedbytheconceptofthe lifetimevalue ofacusto