第四章物流供应链客户服务培训讲学.pptVIP

订单周期时间被表示为双峰的频率分布 Order cycle time is expressed as a bimodal frequency distribution 订单周期的限制因素Constraints on order cycle time - 订单处理的先后次序Order processing priorities - 订货条件Order condition standards (e.g., damage and filling accuracy) - 订货的限制条件Order constraint 物流客户服务的重要性 Importance of Logistics Customer Service 当用正确的服务水平满足客户需求时，物流能直接增加销售，市场份额，最终增加利润。 CR (2004) Prentice Hall, Inc. 服务对销售的影响 -服务影响5-6%的供应商的销售差距 Service differences have been shown to account for 5 to 6% variation in supplier sales Service affects customer patronage - Service plays a critical role in maintaining the customer base: On the average approximately 6 times more expensive to develop a new customer than it is to keep a current one. 服务观察 最重要的客户服务因素是物流 最常见的服务投诉是迟延交货和最重要的服务要素是运送速度 对服务失败的惩罚主要是减少了赞助，即失去了销售 物流客户服务对销售的影响是很难确定的 CR (2004) Prentice Hall, Inc. 客户服务失败的罚则 Penalties for Customer Service Failures CR (2004) Prentice Hall, Inc. 29%业务量减少 2%拒绝支持促销 2%项目中止 Service Observations The dominant customer service elements are logistical in nature Late delivery is the most common service complaint and speed of delivery is the most important service element The penalty for service failure is primarily reduced patronage, i.e., lost sales The logistics customer service effect on sales is difficult to determine CR (2004) Prentice Hall, Inc. 服务对客户购买的影响 物流服务对留住客户至关重要。 65%的业务来自现有客户。 开发新客户比留住现有客户的成本平均高约6倍。 CR (2004) Prentice Hall, Inc. 定义销售-服务关系 入门阶段-边际收益递减阶段-收益下降阶段 随着服务水平提高，接近竞争者提供的服务水平，可能产生的销售收益很少。假如企业产品的价格和质量与竞争者相当，那么在企业服务水平达到竞争者的水平之前，业务是开展不起来的。该点就是入门的服务水平。 每一阶段都表明服务水平的等量提高带来的销售收入并不相等。 CR (2004) Prentice Hall, Inc. 提升供货商的物流客户服务水平加强竞争力Increasing logistics customer service level of a supplier to the best of its competition 销售额Sales 0 0 门槛 Threshold 边际收益递减 Diminishing returns 收益下降 Decline 转换期Range of transition 转换期Range of transition 销售与客户服务关系示意图 Sales-Service Relationship CR (2004) Prentice Hall, Inc. 4-15 销售服务关系模型Modeling a Sales-Service Relationship Remember Revenue in ROLA CR (2004) Pre