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1、Professor Jianmin Jia,Service-Profit Chain 服务利润链,如何把一个企业做强？员工和顾客应该成为管理层考虑问题的核心所在。 In the new economics of service, frontline workers and customers need to be the center of management concern. 既强调市场也强调运营的组织几乎是战无不胜的。 Organizations that achieve both market and operating focus are nearly unbeatable. Pow
2、erful service firms employ a quantifiable set of relationships that directly links profit and growth to not only customer satisfaction and loyalty, but to employee satisfaction, loyalty, productivity.,Customer & Employee Focus 以顾客和员工为中心,The Performance Trinity 绩效三位一体,领导和管理 Leadership and management,
3、价值和文化 Values and culture,愿景和战略 Vision and Strategy,“We expect that good-to-great leaders would begin by setting a new vision and strategy. We found instead that they first got the right people on the bus, the wrong people off the bus, and the right people in the right seats and then they figured out
4、 where to drive it.” (Jim Collins),In recent years, physical assets accounting for most of the book value of corporations have fallen to around one-third of market value.大多数公司的有形资产占它们市场价值的/3.These intangibles comprise such factors as brands, information, technology, customer relationships, the quali
5、ty of employees, and quality of an organizations leadership and administration.无形资产包括品牌、信息、技术、客户关系、员工质量、组织领导和管理的质量.,Intangible Assets 无形资产,Service-Profit Chain 服务利润链,向顾客提供的 服务价值 Value of Services Provided to Customers,顾客满意 Customer Satisfaction,利润和增长 Profit and Growth,高质量支持 服务和政策 High-Quality Suppor
6、t Services and Policies,满意、忠诚及 生产率高的员工 Satisfied, Loyal and Productive Employees,Customers顾客 Employees员工,顾客忠诚 Customer Loyalty,Customer loyalty and commitment are the primary drivers of growth and profitability.Customer loyalty and commitment emanate from customer satisfaction compared to competitio
7、n.Customer satisfaction results from the realization of high levels of value compared to competition.Value is created by satisfied, committed, loyal, and productive employees.Employee satisfaction results from several factors:the “fairness” of management, the quality of ones peers in the workplace,
8、the opportunity for personal growth on the job, capability, the latitude within limits to deliver results to customers, levels of customer satisfaction achieved in customer-facing job, and monetary compensation.,Drivers of Service-Profit Chain 服务利润链的驱动力,Links in the Service Profit Chain 服务利润链链接,顾客满意
9、 Customer Satisfaction,顾客忠诚 Customer Loyalty,收入增长 Revenue Growth,盈利能力 Profitability,内部服务质量 Internal Service Quality,员工满意 Employee Satisfaction,员工保留 Employee Retention,员工生产率 Employee Productivity,外部服务 价值 External Service Value,运营战略与服务传送系统 Operating Strategy and Service Delivery System,workplace desig
10、n job design employee selection and development employee rewards and recognition tools for serving customers,service concept: results for customers,service designed and delivered to meet targeted customers needs,Retention Repeat business referral,Case 1: Southwest Airlines 西南航空,Started by concentrat
11、ing on serving intrastate, no-frills commuters in Texas. Now expanded to serve 58 cities Experienced 30 straight years of profits Yielded an average 35% annual return to investors The nations fourth-largest domestic carrier “Less-for-much-less” positioning Average flight time = 1 hour & one-way fare
12、 = $84 only major short haul, low-fare, high-frequency, point-to-point carrier Low prices by not serving meals (just peanuts), not assigning seats (first come, first served), and not using travel agents. Customer value and employee satisfaction Dependable, frequent, and friendly service at a low pri
13、ce Its e-mail-based click n save program has 2.7 million subscribers for receiving special fare offers Its easier to get into Harvard than to be hired by SWA (4% acceptance rate) Awards for best on-time service, best baggage handling, and best customer service Cheerful employees go out of their way
14、to amuse, surprise, or entertain passengers (e.g., introducing themselves to one another, then hug, then kiss, then propose marriage) ProfitSharing and Stock Purchase Plan for SWA Employees “Southwest Airlines gives security to its employees, and security breeds loyalty”,“Fun loving, casual airline”
15、,Rankings of Eight Largest US Airlines for Revenue, Profit, On-Time Arrival, and Customer Service Complaints (1995),SW = 25 minute turnaround Others = 55 minutes,Case 2: American Express 美国运通,American Express is a global travel, financial and network services provider employing over 75,000 people wo
16、rldwide, and offering products and services in more than 200 countries. Personal service Cards, financial services, travel and entertainment Business service Small businesses, corporations, and merchants Segmentation of Cards: Green, gold, platinum, and corporate cards AE Charge Cards: Paid in full
17、each month Optima Credit Cards: Paid over time or paid in full each month Cash Rewards Cards, Airline Rewards Cards (Delta), Hotel Rewards Cards (Hilton) Student and Senior Cards Prepaid Cards The Centurion Card: “The Black Card” - $150,000 in annual spending and $2,500 annual fee room upgrade, first class seats, and bonus miles AE is one of the first companies implementing privacy principles on the Internet.http:/www.americanexpress.digisle.tv/,
