物流与供应链管理(英文版)PPT课件(73页)
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Chapter 2
The customer service dimension
Outline
The marketing and logistics interface What is customer service? Customer service and customer retention Service-driven logistics systems Setting customer service priorities Setting service standards Summary
Accessibility 易接近性 (Are we easy to contact/do business with? Is there a single point of contact?)
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.What is customer service?
Questions 1
What is ,in essence, the
distribution function of
the business concern
about?
Making the products or service available
The mission of logistics management was defined simply in terms of providing the means whereby customer’s service requirement are met.
The ultimate purpose of any logistics is to satisfy customers.
Questions 2
By LaLonde and Zinszer ‘s opinion , how to examine customer service ?
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
LaLonde and Zinszer suggested that customer service could be examined under three headings:
The objective should be to establish a chain of customers that links people at all levels in the organization directly or indirectly to the marketplace.
This chapter：
Highlight the importance of managing the marketing and logistics interface on an integrated basis.
强调在协调的基础上管理市场营销与物流 接口的重要性。
Emphasizes the need to understand the multiple elements of service from the customer perspective.
市场营销和物 流相互关联
1.The marketing and logistics interface
Questions 1
According to text, there are signs that old view is rapidly changing, how does it change?
Questions 2
What are the two factors which contributed most to the growing importance of customer service?
持续上涨的客 户期望。
Two factors to the growing importance of customer service: 1.The continual development of customer expectations. 2.The slow but inexorable transition towards ‘commodity’ type markets.
从顾客角度出发，强调理解多重服务要素 的重要性。
Explains of the importance of customer retention and the life time value of a customer.
解释客户保持与客户终身价值的重要性。
Outlines the idea of a service-driven logistics system based upon identified service priorities and a customer based segmentation according to service requirement.
1.Pre-transaction elements
2.Transaction elements
3.Post-transaction elements
Pre-transaction elements
Written customer service policy 客户服务策略的书面文件 (Is it communicated internally and externally, is it understood, is it specific and quantified where possible?)
概述服务驱动的物流系统理念，该理念建 立在确定Leabharlann Baidu务等级、根据服务需求细分客 户群的基础上。
Introduce the idea of the ‘perfect order’ as the basis for measuring Service performance.
介绍以“完美订单”进行服务绩效测评的 思想方法。
The customer service dimension
Outline
The marketing and logistics interface What is customer service? Customer service and customer retention Service-driven logistics systems Setting customer service priorities Setting service standards Summary
Accessibility 易接近性 (Are we easy to contact/do business with? Is there a single point of contact?)
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.What is customer service?
Questions 1
What is ,in essence, the
distribution function of
the business concern
about?
Making the products or service available
The mission of logistics management was defined simply in terms of providing the means whereby customer’s service requirement are met.
The ultimate purpose of any logistics is to satisfy customers.
Questions 2
By LaLonde and Zinszer ‘s opinion , how to examine customer service ?
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
LaLonde and Zinszer suggested that customer service could be examined under three headings:
The objective should be to establish a chain of customers that links people at all levels in the organization directly or indirectly to the marketplace.
This chapter：
Highlight the importance of managing the marketing and logistics interface on an integrated basis.
强调在协调的基础上管理市场营销与物流 接口的重要性。
Emphasizes the need to understand the multiple elements of service from the customer perspective.
市场营销和物 流相互关联
1.The marketing and logistics interface
Questions 1
According to text, there are signs that old view is rapidly changing, how does it change?
Questions 2
What are the two factors which contributed most to the growing importance of customer service?
持续上涨的客 户期望。
Two factors to the growing importance of customer service: 1.The continual development of customer expectations. 2.The slow but inexorable transition towards ‘commodity’ type markets.
从顾客角度出发，强调理解多重服务要素 的重要性。
Explains of the importance of customer retention and the life time value of a customer.
解释客户保持与客户终身价值的重要性。
Outlines the idea of a service-driven logistics system based upon identified service priorities and a customer based segmentation according to service requirement.
1.Pre-transaction elements
2.Transaction elements
3.Post-transaction elements
Pre-transaction elements
Written customer service policy 客户服务策略的书面文件 (Is it communicated internally and externally, is it understood, is it specific and quantified where possible?)
概述服务驱动的物流系统理念，该理念建 立在确定Leabharlann Baidu务等级、根据服务需求细分客 户群的基础上。
Introduce the idea of the ‘perfect order’ as the basis for measuring Service performance.
介绍以“完美订单”进行服务绩效测评的 思想方法。