增值服务是战略竞争优势

©LovelockAssociatesADDINGVALUETHROUGHSERVICE:STRATEGIESFORCOMPETITIVEADVANTAGEDrChristopherLovelockYaleUniversityBeijing©LovelockAssociatesOverviewSuccessfactorsinservice-drivenbusinessesCreatingvalueforcustomersthroughserviceTheFlowerofService:coreandsupplementaryelementsCustomerloyaltycreatesvalueforthefirmSomestrategiestoimprovesuccess©LovelockAssociatesWhyEffectiveManagementofServicesWillBecomeMoreImportantforChina•Moredemandforservicesfromdomesticconsumersaspercapitaincomerises•Tourismstimulatesdemandformanyservices•Increasedsophisticationinmanufacturingmayinvolveemphasisonvalue-addedservices•EntryofinternationalservicefirmsintoChinesemarkettransfersexpertise•Governmenteconomicandsocialpoliciesoftenemphasiseimprovedservices©LovelockAssociatesTheManyFacesofService•Serviceisthecoreproductoftheindustry(e.g.,insurance,transport,hotels,banking)•Servicesupplementsandaddsvaluetoamanufacturedgood–manufacturerprovidesservicetoendusers–intermediaryprovidestheservice(e.g.,retailer)•Servicetointermediaries--helpthemtodoabetterjobsellingproductstoendusers•Servicetosuppliers--buildsrelationshipsandmakespurchaseranattractivecustomer•Internalservices--withinfirmtootherdepartments,branches,employees(e.g.legal,accounting,humanresources)©LovelockAssociatesTenCharacteristicsofSuccessfulServiceBusinesses•Clearstatementofmarketpositionrelativetocompetitorsandtargetcustomers•Easytodobusinesswithforcustomersandsuppliers•Focusonbuildingcustomerloyaltybycreatingvalue•Opentoinnovationandnewwaysofworking•Seekcontinuousimprovementsonqualityandproductivity©LovelockAssociatesTenCharacteristicsofSuccessfulServiceBusinesses(cont)•Makeintelligentuseoftechnology•Investinrecruitment,training,andmotivationofemployees•Activelyseekfeedbackfromemployeesandcustomers•Exceptionalatanticipatingandresolvingproblems•Takealongtermview©LovelockAssociates2Successfactorsinservice-drivenbusinessesCreatingvalueforcustomersthroughserviceTheFlowerofService:coreandsupplementaryelementsCustomerloyaltycreatesvalueforthefirmSomeStrategiestoImproveSuccess©LovelockAssociatesCreatingandKeepingCustomers:ValueistheKey“Therecanbenocorporatestrategythatisnotmarketingoriented.Thepurposeofabusinessistocreateandkeepacustomer.Todothatyouhavetodothosethingsthatwillmakepeoplewanttodobusinesswithyou.”THEODORELEVITTTHEMARKETINGIMAGINATION©LovelockAssociatesHowPerceivedValueAffectsCustomerChoice•Customersrelatevalueofbenefitsreceivedfromagoodorservicetothecostsofacquisition/usage•“Badvalue”or“goodvalue”assessmentsrelatetonetvalueafterdeductingcostsfrombenefits•Customers’choicesareshapedby:•whattheycanafford(morethanjustmoney)•howwellbenefitsofferedmatchtheirneeds•whichcompetingalternativeoffersthehighestperceivednetvalue©LovelockAssociatesPerceivedBenefitsPerceivedCostsTimeeEffortCustomersWeighPerceivedBenefitsagainstPerceivedCoststoAssess“NetValue”©LovelockAssociatesFiveTypesofCosts•Money•Time•Physicaleffort•Mentaleffortandnegativefeelings•Sensoryburdens—Unattractivesights—Unwantednoises—Uncomfortablefeel—Nastytaste—Unpleasantsmell©LovelockAssociates“TimeisMoney”•Therearenotimebillionaires•Busypeoplehavelessdisposabletime•Weusethesameverbsfortimeandmoney:—Spend—Save—Invest—Lose—Waste•Areyoustealingyourcustomers’time?©LovelockAssociatesNetValue=(Benefits-Costs)•Netvaluedrivesrelationships•Netvalueisafunctionofbothcostsandbenefits•Valuecanbeaddedorlostateachstepinservicedelivery•Inacompetitivemarket,higherfinancialpricesmustbejustifiedby:—morebenefitsand/or—betterqualityofbenefitsand/or—lowertime,effort,andsensorycosts©LovelockAssociatesUnderstandingtheCustomerExperience:FlowchartingaHotelVisitCustomerActionsEmployeeActionsFace-to-faceFrontstagePhoneContactBackstageMakereservationRep.records,confirmsArriveCheck-inatreceptionDoormangreets,valettakescarEnterdataValetParksCarMakeupRoomRegisterguestdataReceptionistverifies,giveskeytoroomGotoroomBellhopleadswaytoroomwithbag,©LovelockAssociatesIncreasingNetValuebyReducingNon-financialCostsofService•Considereachstepindeliveryofservice•Reducetimecostsofserviceateachstepwherecustomerseespassageoftimeasaburden•Minimizeunwantedpsychologicalcostsofservice•Eliminateunwantedphysicalcostsofservice•Decreaseunpleasantsensorycostsofservice©LovelockAssociates3Successfactorsinservice-drivenbusinessesCreatingvalueforcustomersthroughserviceTheFlowerofService:coreandsupplementaryelementsCustomerloyaltycreatesvalueforthefirmSomestrategiestoimprovesuccess©LovelockAssociatesTwoDefinitionsofService•“Aserviceisanact,adeed,aperformance,ratherthananobjectorathing”LEONARDBERRY•“Serviceisallactionsandreactionsthatcustomersperceivetheyhavepurchased”FEDERALEXPRESS©LovelockAssociatesCoreProductsandSupplementaryServices•Mostfirmsoffercustomersapackageofbenefits:—coreproduct(agoodoraservice)—supplementaryservicesthataddvalue•Inmatureindustries,coreproductsoftenbecomecommodities•Supplementaryserviceshelptodifferentiatecoreproductsandcreatecompetitiveadvantage•Well-designedsupplementaryservicesmay:—facilitateuseofcoreproduct—enhancecoreproductandadd