供应链管理（3）

CHAPTER3CustomerServiceCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-2Costtrade-offsinMarketingandLogisticsProductOrderprocessingandinformationcostsInventorycarryingcostsPlace/customerservicelevelsOrderprocessingandinformationcostsPriceLotquantitycostsWarehousingcostsTransportationcostsMARKETINGCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-3ElementsofCustomerServiceTransactionelements•Writtenstatementofpolicy•Customerreceiptofpolicystatement•Organizationstructure•Systemflexibility•Managementservices•Installation,warranty,alterations,repairs,parts•Producttracing•Customerclaims,complaints,returns•Temporaryreplacementofproducts•Stockoutlevels•Orderinformation•Elementsofordercycle•Expeditedshipments•Transshipment•Systemaccuracy•Orderconvenience•ProductsubstitutionPosttransactionelementsPretransactionelementsCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-4MethodsofEstablishingaCustomerServiceStrategy•Determiningchannelservicelevelsbasedonknowledgeofconsumerreactionstostockouts•Analyzingcost/revenuetrade-offs•UsingABCanalysisofcustomerservice•ConductingacustomerserviceauditCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-5ModelofConsumerReactiontoaRepeatedStockoutSource:ClydeK.Walter,“AnEmpiricalAnalysisofTwoStockoutModels,”unpublishedPh.D.Dissertation,OhioStateUniversity,1971.Customer3Lower4Othersize2Same1HigherAnotherstore6Askhereagain5SpecialorderSwitchstores?Substitute?Switchbrand?Substitute?Switchprice?NoNoYesYesYesYesNoNoCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-6RelationshipBetweenCustomerServiceandInventoryInvestment01002003004005006007580859095100Copyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-7InternalAuditExternalAuditEvaluateCustomerPerceptionsDifferentiateChannelLevels&MarketSegmentsIdentifyOpportunitiesDetermineMarketingServicesMix&LevelsStagesoftheCustomerServiceAuditCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-8OverallImportanceComparedToSelectedPerformanceOfMajorManufacturersEvaluatedByDealersSource:DouglasM.LambertandJayU.Sterling,“DevelopingCustomerServiceStrategy,”unpublishedmanuscript.AllRightsreserved.OverallImpt.-DealerEvaluationsofManufacturersAllDealersMfr.1Mfr.2Mfr.3Mfr.4Mfr.5Mfr.6RankVar.NumDescriptionM.SDM.SDM.SDM.SDM.SDM.SDM.SD19Abilityofmanufacturertomeetpromiseddeliverydate(on-timeshipments)6.40.85.91.04.11.64.71.66.60.63.71.83.31.6239Accuracyinfillingorders(correctproductisshipped)6.40.85.61.14.71.45.01.35.81.15.11.24.41.5390Competitivenessofprice6.31.05.11.24.91.44.51.55.41.34.41.53.61.8440Advancenoticeonshippingdelays6.10.94.61.93.01.63.71.75.11.73.01.73.11.7594Specialpricingdiscountsavailableoncontract/projectquotes6.11.15.41.34.01.74.11.66.01.24.71.54.51.863Overallmanufacturinganddesignqualityofproductrelativetothepriceandrangeinvolved6.00.96.01.05.31.35.11.26.50.85.21.34.81.5716Updatedandcurrentpricedata,specificationsandpromotionmaterialsprovidedbymanufacturer6.00.95.71.34.11.54.81.46.30.94.91.74.31.9847Timelyresponsetorequestsforassistancefrommanufacturer'ssalesrepresentative6.00.95.21.74.61.64.41.65.41.64.22.04.31.7914Ordercycleconsistency(smallvariabilityinpromisedversusactualdelivery,i.e.,vendorconsistencymeetsexpecteddate).6.00.95.81.04.11.54.81.46.30.93.61.74.41.7104bLengthofpromisedordercycle(lead)times(fromordersubmissiontodelivery)forbaseline/in-stock(quickship)product6.01.06.11.14.51.44.91.56.21.14.31.73.72.01154Accuracyofmanufacturerinforecastingandcommittingtoestimatedshippingdatesoncontract/projectorders6.01.05.51.24.01.64.31.46.31.13.81.73.51.61249aCompletenessoforder(%oflineitemseventuallyshippedcomplete)--madetoorderproduct(contractorders)6.01.05.51.24.31.24.71.36.01.14.41.44.01.65033aPricerangeofproductlineoffering(e;g.,low,medium,highpricelevels)formajorvendor5.01.34.41.54.61.65.11.55.21.44.31.63.91.610177Storelayoutplanningassistancefrommanufacturer2.91.64.21.73.01.53.41.64.71.63.01.43.41.2Note:Mean(averagescore)basedonascaleof1(notimportant)through7(veryimportant).Copyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-9InternalAuditQuestions•Howiscustomerservicecurrentlymeasured?•Whataretheunitsofmeasurement?•Whataretheperformancestandards?•Whatisthecurrentlevelofattainment?3-9aCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-10InternalAuditQuestionscont.•Howarethesemeasuresderivedfromcorporateinformationflowsandtheorderprocessingsystem?•Whatistheinternalcustomerservicereportingsystem?•Howdothefunctionalareasofthebusinessperceivecustomerservice?•Whatistherelationbetweenthesefunctionalareasintermsofcommunicationandcontrol?3-9bCopyright©2001byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin3-11ImportanceAndPerformanceEvaluationsForSelectedCustomerServiceAttributesRelativePerformance-0.36**PerformanceevaluationsofAandBaresignificantlydifferentatp0