物流与供应链管理(英文版).pptxVIP

Chapter 2 The customer service dimension;Outline;This chapter： ;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. 概述服务驱动的物流系统理念，该理念建立在确定服务等级、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 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. ;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.;1.The marketing and logistics interface;New words and expressions ;Questions 1;Questions 2;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.; 2.What is customer service?;Questions 1;Questions 2;LaLonde and Zinszer suggested that customer service could be examined under three headings: 1.Pre-transaction elements 2.Transaction elements 3.Post-transaction elements;Pre-transaction elements;Transaction elements;Post-transaction elements;Questions 3; Revenue loss due to an out-of-stock;Low cost strategies may lead to efficient logistics but not to effective logistics.;The impact of logistics and customer service on marketing; 3.Customer service and customer retention; Organizations are not only compete on the products’ features but also on the product’s added-value services. ;People don’t buy products, they buy benefits. ——Theodore Levitt (one of leading thinkers) ; ; One of the classical definitions of marketing is that it is concerned with “getting and keeping cust