供应链管理之客户服务管理
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Order processing and information
costs
Order processing and information
costs
Transportation costs
Warehousing costs
Elements of Customer Service
Pretransaction elements
CHAPTER3 CustomerService
Cost trade-offs in Marketing and Logistics
MARKETING
LOGISTICS
Price
Inventory carrying costs Lot quantity costs
Product
Place/customer service levels
By Dealers
Var. Rank Num Description
Overall Impt. All Dealers
Mfr. 1
Mfr. 2
Dealer Evaluations of Manufacturers
Mfr. 3
Mfr. 4
Mfr. 5
Mfr. 6
M. SD M. SD M. SD M. SD M. SD M. SD M. SD
1
9
Ability of manufacturer to meet promised delivery date (on-time 6.4 0.8 5.9 1.0 4.1 1.6 4.7 1.6 6.6 0.6 3.7 1.8 3.3 1.6
shipments)
2
39
Accuracy in filling orders (correct product is shipped)
Methods of Establishing a Customer Service Strategy
• Determining channel service levels based on knowledge of consumer reactions to stockouts
• Analyzing cost/revenue trade-offs • Using ABC analysis of customer service • Conducting a customer service audit
Relationship Between Customer Service and Inventory Investment
600
500
400
300
200
100
0
75
80
85
90
95 100
Stages of the Customer Service Audit
Internal Audit
External Audit
• Written statement of policy
• Customer receipt of policy statement
• Organization structure
• System flexibility • Management
services
Transaction elements
Fra Baidu bibliotek Customer
Model of Consumer Reaction to a Repeated Stockout
No
Switch stores
? Yes
Yes
Yes
Substitute ? No
Switch brand
?
No
1 Higher
Switch price ?
2 Same
3 Lower
4 Other
size
5 Special order
6 Ask here
again
Another store
Yes Substitute
?
No
Source: Clyde K. Walter, “An Empirical Analysis of Two Stockout Models,” unpublished Ph. D. Dissertation, Ohio State University, 1971.
6.1 0.9 4.6 1.9 3.0 1.6 3.7 1.7 5.1 1.7 3.0 1.7 3.1 1.7
5
94
Special pricing discounts available on contract/project quotes 6.1 1.1 5.4 1.3 4.0 1.7 4.1 1.6 6.0 1.2 4.7 1.5 4.5 1.8
6.4 0.8 5.6 1.1 4.7 1.4 5.0 1.3 5.8 1.1 5.1 1.2 4.4 1.5
3
90
Competitiveness of price
6.3 1.0 5.1 1.2 4.9 1.4 4.5 1.5 5.4 1.3 4.4 1.5 3.6 1.8
4
40
Advance notice on shipping delays
• Stockout levels • Order information • Elements of order
cycle • Expedited shipments • Transshipment • System accuracy • Order convenience • Product substitution
Posttransaction elements
• Installation, warranty, alterations, repairs, parts
• Product tracing
• Customer claims, complaints, returns
• Temporary replacement of products
Evaluate Customer Perceptions Differentiate Channel Levels & Market Segments
Identify Opportunities Determine Marketing Services Mix & Levels
Overall Importance Compared To Selected Performance Of Major Manufacturers Evaluated
costs
Order processing and information
costs
Transportation costs
Warehousing costs
Elements of Customer Service
Pretransaction elements
CHAPTER3 CustomerService
Cost trade-offs in Marketing and Logistics
MARKETING
LOGISTICS
Price
Inventory carrying costs Lot quantity costs
Product
Place/customer service levels
By Dealers
Var. Rank Num Description
Overall Impt. All Dealers
Mfr. 1
Mfr. 2
Dealer Evaluations of Manufacturers
Mfr. 3
Mfr. 4
Mfr. 5
Mfr. 6
M. SD M. SD M. SD M. SD M. SD M. SD M. SD
1
9
Ability of manufacturer to meet promised delivery date (on-time 6.4 0.8 5.9 1.0 4.1 1.6 4.7 1.6 6.6 0.6 3.7 1.8 3.3 1.6
shipments)
2
39
Accuracy in filling orders (correct product is shipped)
Methods of Establishing a Customer Service Strategy
• Determining channel service levels based on knowledge of consumer reactions to stockouts
• Analyzing cost/revenue trade-offs • Using ABC analysis of customer service • Conducting a customer service audit
Relationship Between Customer Service and Inventory Investment
600
500
400
300
200
100
0
75
80
85
90
95 100
Stages of the Customer Service Audit
Internal Audit
External Audit
• Written statement of policy
• Customer receipt of policy statement
• Organization structure
• System flexibility • Management
services
Transaction elements
Fra Baidu bibliotek Customer
Model of Consumer Reaction to a Repeated Stockout
No
Switch stores
? Yes
Yes
Yes
Substitute ? No
Switch brand
?
No
1 Higher
Switch price ?
2 Same
3 Lower
4 Other
size
5 Special order
6 Ask here
again
Another store
Yes Substitute
?
No
Source: Clyde K. Walter, “An Empirical Analysis of Two Stockout Models,” unpublished Ph. D. Dissertation, Ohio State University, 1971.
6.1 0.9 4.6 1.9 3.0 1.6 3.7 1.7 5.1 1.7 3.0 1.7 3.1 1.7
5
94
Special pricing discounts available on contract/project quotes 6.1 1.1 5.4 1.3 4.0 1.7 4.1 1.6 6.0 1.2 4.7 1.5 4.5 1.8
6.4 0.8 5.6 1.1 4.7 1.4 5.0 1.3 5.8 1.1 5.1 1.2 4.4 1.5
3
90
Competitiveness of price
6.3 1.0 5.1 1.2 4.9 1.4 4.5 1.5 5.4 1.3 4.4 1.5 3.6 1.8
4
40
Advance notice on shipping delays
• Stockout levels • Order information • Elements of order
cycle • Expedited shipments • Transshipment • System accuracy • Order convenience • Product substitution
Posttransaction elements
• Installation, warranty, alterations, repairs, parts
• Product tracing
• Customer claims, complaints, returns
• Temporary replacement of products
Evaluate Customer Perceptions Differentiate Channel Levels & Market Segments
Identify Opportunities Determine Marketing Services Mix & Levels
Overall Importance Compared To Selected Performance Of Major Manufacturers Evaluated