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1、Customer Service and LogisticsTianjin Normal Universityliu DongmeiPART FRAMEWORKSGeneralIntroductionIntergraded LogisticsAnd SCMCustomer ServiceKey Issues & ChallengesTianjin Normal Universityliu DongmeiWhat is the logistics in your own words?Tianjin Normal Universityliu DongmeiLogisticsisauniqueglo
2、bal“pipeline”thatoperates24hoursaday;sevendaysaweekand52weeksayear,planningandcoordinatingthetransportanddeliveryofproductsandservicetocustomerstheworldover. Tianjin Normal Universityliu DongmeiThe relationship between logistics and customer servicen ncustomerserviceistheoutputofalogisticssystem.Iti
3、nvolvesgettingtherightproducttotherightcustomerattherightplace,intherightconditionandattherighttime,atthelowesttotalcostpossible.n n客户服务是一个物流系统的产出端。它需要使客户服务是一个物流系统的产出端。它需要使恰恰恰恰当的当的当的当的产品能以产品能以恰当的恰当的恰当的恰当的数量在数量在恰当恰当恰当恰当的时间和的时间和恰当的恰当的恰当的恰当的条件下被送往条件下被送往恰当的恰当的恰当的恰当的地点，并在在满足地点，并在在满足恰当的恰当的恰当的恰当的客客户的同时，使总体
4、成本尽可能最小化。户的同时，使总体成本尽可能最小化。Tianjin Normal Universityliu DongmeiThe aim of logisticsn ntheultimatepurposeoflogisticssystemistosatisfycustomersproperlyTianjin Normal Universityliu DongmeiChapter 3 Customer service and logisticsn nItisasimpleideathatisnotalwayseasytorecognizeifyouaremanagerinvolvinginac
5、tivitiessuchasproductionschedulingorinventorycontrol,whichmayseemtobesomedistanceawayformthemarketplace.n n虽然这是个简单的道理，然而如果你是一位经理，虽然这是个简单的道理，然而如果你是一位经理，负责处理诸如生产计划或存货控制之类远离市场负责处理诸如生产计划或存货控制之类远离市场的活动，则你未必能轻易察觉到这个道理。的活动，则你未必能轻易察觉到这个道理。Tianjin Normal Universityliu Dongmein nThefactisofcoursethateverybody
6、intheorganizationhasastakeincustomerservice.与与有利害关系有利害关系Tianjin Normal Universityliu Dongmei n nIndeedmanysuccessfulcompanieshavestaredtoexaminetheirinternalservicestandards（inorderthateveryonewhoworksinthebusinessunderstandsthattheymustservesomeoneiftheydont,whyaretheyonthepayroll?）n n确实，很多成功的公司已经开
7、始调查它们的内部确实，很多成功的公司已经开始调查它们的内部服务标准，为使公司中的每个人明白自己必须为服务标准，为使公司中的每个人明白自己必须为别人服务，如果不为别人服务就没有理由拿工资。别人服务，如果不为别人服务就没有理由拿工资。 Tianjin Normal Universityliu Dongmein nTheobjectiveshouldbetoestablishachaintocustomersthatlinkspeopleatalllevelsintheorganizationdirectlyorindirectly.Tianjin Normal Universityliu Dong
8、meiThe major points need to be consideredn nThedirection of customer serviceandIts measurementn nTounderstandthatcustomerserviceandcustomerservicerequirementscanandwilldiffern nRecognitionofthecomplexityofcustomerserviceprovisionn nBalancethelevelofserviceprovidedwiththecostofthatprovisionTianjin No
9、rmal Universityliu DongmeiThe components of customer servicen nTheroleofcustomerserviceistoprovide“timeandplaceutility”inthetransferofgoodsandservicesbetweenbuyerandseller.n nToputanotherway,thereisnovalueintheproductorserviceuntilitisinthehandsofthecustomerorconsumer.n nItfollowsthatmakingtheproduc
10、torservice“available”isofgreatcritical.时间与空间效应Tianjin Normal Universityliu Dongmein n“Availability”isinitselfacomplexconcept,impacteduponbyagalaxyoffactorsthattogetherconstitutecustomerservice.n nThesefactorsmightincludedeliverfrequencyandreliability,stocklevelandordercycletime,forexample.n nUltimat
11、elycustomerserviceisdeterminedbytheinteractionofallthosefactorsthataffecttheprocessofmakingproductsandservicesavailabletothebuyer.A lot free English courses are now available in the internet .Tianjin Normal Universityliu DongmeiThree Headings of Customer Servicen nPre-transactionelements:Thesearecus
12、tomerservicefactorsthatarisepriortotheactualtransactiontakingplacen n交易前要素：在真实交易前产生的客户服务因素 Tianjin Normal Universityliu DongmeiThree Headings of Customer Servicen nTransactionelements:theelementsdirectlyrelatedtothephysicaltransactionandthosethataremostcommonlyconcernedwithdistributionandlogisticsn
13、n交易要素：那些与实物交易过程直接相关的，并且与配送和物流最常联系在一起的要素 Tianjin Normal Universityliu DongmeiThree Headings of Customer Servicen nPost-transactionelements:occurringafterthedeliveryhastakenplacen n交易后要素：包括交货以后成生的各种要素 Tianjin Normal Universityliu DongmeiPre Pre transcationtranscation elementselementsPost-transaction e
14、lementsPost-transaction elements Written customer Written customer service policyservice policyAccessibilityAccessibilityOrganization Organization structurestructureSystem flexibilitySystem flexibilityAvailability of sparesAvailability of sparesCall-out timeCall-out timeProduct tracing/warrantyProdu
15、ct tracing/warrantyCustomer complain claim Customer complain claim etc.etc.Customer serviceCustomer serviceTransaction elementsTransaction elements Order cycle timeOrder cycle timeInventory Inventory availabilityavailabilityOrder fill rateOrder fill rateOrder status Order status informationinformati
16、on the figure of customer servicethe figure of customer serviceTianjin Normal Universityliu DongmeiPlease describe post-transaction by examples?Tianjin Normal Universityliu Dongmein nOurcompanycustomerservicepolicy:n nWewillgladlyreplacegoodsatcostpriceforWewillgladlyreplacegoodsatcostpriceforcracks
17、andaccidentaldamageforupto2years.cracksandaccidentaldamageforupto2years.n n我们我们公司的公司的客客户服务政策是：如果商品在两年内出现裂缝或意外损坏，户服务政策是：如果商品在两年内出现裂缝或意外损坏，我们我们愿意按成本价为愿意按成本价为顾客顾客更换更换 n nIt is our duty to customer service and we will conduct in the end!n n为为客客户服务是户服务是我们我们的天职，的天职，我们我们将服务进行到底！将服务进行到底！ Tianjin Normal Univ
18、ersityliu Dongmein nThefactthattherearesomanydifferentelementsofcustomerserviceasindicatedintheprevioussectionunderlinestheneedforacompanytohaveaclearlydefinedcustomerservicepolicy.n nAlso,therearemanydifferenttypesofcustomerevenforthesameproduct.Tianjin Normal Universityliu Dongmein nManystudieshav
19、ebeenundertakentomeasuretheeffectsofpoorcustomerservice.n nThesestudiesconclude,quitecategorically,thatwherestockisnotavailableorwheredeliveryisunreliable,manybuyerswillreadilyturntoanalternativesuppliersproductstofulfilltheirrequirementsTianjin Normal Universityliu Dongmein nCustomerservicepolicyId
20、entify the main element of serviceDetermine the relative significance of each service elementEstablish company competitiveness at current service levels offeredIdentify distinct service requirements for different market segmentsDevelop specific customer service packagesDetermine monitoring and contr
21、ol proceduresTianjin Normal Universityliu DongmeiCan you describe the figure above in your own words?Tianjin Normal Universityliu Dongmein nThisbalanceisnoteasytodefinealthoughitcanbedescribedquiteeasilyasthepointwheretheadditionalrevenueforeachincrementofserviceisequaltotheextracostofprovidingthati
22、ncrement.n n要界定这种要界定这种“ “平衡平衡” ”并不容易，虽然可以用一个简单的平衡点来描述并不容易，虽然可以用一个简单的平衡点来描述它。在这个点上，增加一个单位服务的收益等于增加这一个单位服务它。在这个点上，增加一个单位服务的收益等于增加这一个单位服务所需要的成本。所需要的成本。Tianjin Normal Universityliu DongmeiThe decision of customer serviceThe ultimate purpose The ultimate purpose of logistics is to of logistics is to sati
23、sfy customerssatisfy customers properlylevel of service I In nc co om me e a an nd d c co os st t *profitprofitIncome of salesCost of logisticsTianjin Normal Universityliu DongmeiMeasuring customer service-OTIFOTIF(ontimeinfull)OTIF(ontimeinfull)n nDeliveredcompletetothequantitiesordered;Deliveredco
24、mpletetothequantitiesordered;n nDeliveredexactlytothecustomersrequesteddateandDeliveredexactlytothecustomersrequesteddateandtimetimen nNodeliveryproblems(damager,shortage,refusal)Nodeliveryproblems(damager,shortage,refusal)n nAccurateandcompletedeliverydocumentationAccurateandcompletedeliverydocumentationTianjin Normal Universityliu DongmeiThankyou！Tianjin Normal Universityliu Dongmei
