Product
Order processing and information
costs
Place/customer service levels
Transportation costs
Order processing and information
costs
Warehousing costs
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Stages of the
3-7
Customer Service Audit
Internal Audit
External Audit
Evaluate Customer Perceptions Differentiate Channel Levels & Market Segments
Identify Opportunities Determine Marketing Services Mix & Levels
• Analyzing cost/revenue trade-offs • Using ABC analysis of customer service • Conducting a customer service audit
McGraw-Hill/Irwin
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
供应链管理培训汇 总篇-英文版(17个
ppt)3
Cost trade-offs in
3-2
Marketing and Logistics
MARKETING
LOGISTICS
Price
Inventory carrying costs Lot quantity costs
McGraw-Hill/Irwin
Elements of Customer Service
3-3
Pretransaction elements
Transaction elements
Posttransaction elements
• Written statement of policy
• Customer receipt of policy statement
2 Same
3 Lower
4 Other
size
5 Special order
6 Ask here
again
Another store
Yes Substitute
?
No
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• Organization structure
• System flexibility
• Management services
• Stockout levels • Order information • Elements of order
cycle • Expedited shipments • Transshipment • System accuracy • Order convenience • Product substitution
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
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Methods of Establishing a
3-4
Customer Service Strategy
• Determining channel service levels based on knowledge of consumer reactions to stockouts
• Installation, warranty, alterations, repairs, parts
• Product tracing
• Customer claims, complaints, returns
• Temporary replacement of products
McGraw-Hill/Irwin
McGraw-Hill/Irwin
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Overall Importance Compared To Selected
3-8
Performance Of Major Manufacturers Evaluated
Model of Consumer Reaction
3-5
to a Repeated Stockout
Customer
No
Switch stores
? Yes
Yes
Yes
Substitute ? No
Switch brand
?
No
McGraw-Hill/Irwin
1 Higher
Switch price ?
Relationship Between Customer 3-6 Service and Inventory Investment
600
500
400
300
200
100
0
75
80
85
Hale Waihona Puke 9095 100McGraw-Hill/Irwin
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.