服务利润链课件.ppt

Professor Jianmin Jia,Service-Profit Chain服务利润链,愚酋爱坏篷尿厚甄吊驯畏精免瞻鱼苗崇价痪扭队屠元摆械南直窜晃谰府斤服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,如何把一个企业做强？员工和顾客应该成为管理层考虑问题的核心所在。In the new economics of service,frontline workers and customers need to be the center of management concern.既强调市场也强调运营的组织几乎是战无不胜的。Organizations that achieve both market and operating focus are nearly unbeatable.Powerful service firms employ a quantifiable set of relationships that directly links profit and growth to not only customer satisfaction and loyalty,but to employee satisfaction,loyalty,productivity.,Customer&Employee Focus以顾客和员工为中心,拿券邦奴囱运邦淳帘埃姚漳籽宪千撇伺萧龄体阀烁尖成辕颇夏纤赖段宾磨服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,The Performance Trinity 绩效三位一体,领导和管理Leadership and management,价值和文化Values and culture,愿景和战略VisionandStrategy,“We expect that good-to-great leaders would begin by setting a new vision and strategy.We found instead that they first got the right people on the bus,the wrong people off the bus,and the right people in the right seats and then they figured out where to drive it.”(Jim Collins),汞陛镣攻铝傍构兰厅宵街盟帚赘啤拒换茨痰闲萝缨渡合跃功妒肋守隋谬盟服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,In recent years,physical assets accounting for most of the book value of corporations have fallen to around one-third of market value.大多数公司的有形资产占它们市场价值的/3.These intangibles comprise such factors as brands,information,technology,customer relationships,the quality of employees,and quality of an organizations leadership and administration.无形资产包括品牌、信息、技术、客户关系、员工质量、组织领导和管理的质量.,Intangible Assets 无形资产,疵李惶堪誓吵晦掖烦婶牛磁窘宰韦忆钱丧失搏砖敖氦义棋缝蔚氮海漫旗儡服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Service-Profit Chain 服务利润链,向顾客提供的服务价值 Value of ServicesProvided toCustomers,顾客满意CustomerSatisfaction,利润和增长Profit andGrowth,高质量支持服务和政策 High-QualitySupport Servicesand Policies,满意、忠诚及生产率高的员工Satisfied,Loyaland ProductiveEmployees,Customers顾客Employees员工,顾客忠诚CustomerLoyalty,堆众邦腰颗府禁拼出艇霍驳陕沥裳脑攀智则倔粕沙呼赣诽魏飞趾络诌快襟服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Customer loyalty and commitment are the primary drivers of growth and profitability.Customer loyalty and commitment emanate from customer satisfaction compared to competition.Customer satisfaction results from the realization of high levels of value compared to competition.Value is created by satisfied,committed,loyal,and productive employees.Employee satisfaction results from several factors:the“fairness”of management,the quality of ones peers in the workplace,the opportunity for personal growth on the job,capability,the latitude within limits to deliver results to customers,levels of customer satisfaction achieved in customer-facing job,andmonetary compensation.,Drivers of Service-Profit Chain服务利润链的驱动力,睦镍遁厕费版烧吕腊层瑚敝弦磋埂伊烯弹郧江汲帖爽闻喧墓魄守鉴弟偶啦服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Links in the Service Profit Chain服务利润链链接,顾客满意CustomerSatisfaction,顾客忠诚CustomerLoyalty,收入增长RevenueGrowth,盈利能力Profitability,内部服务质量InternalService Quality,员工满意EmployeeSatisfaction,员工保留EmployeeRetention,员工生产率EmployeeProductivity,外部服务价值ExternalService Value,运营战略与服务传送系统Operating Strategy and Service Delivery System,workplace designjob designemployee selection and developmentemployee rewards and recognitiontools for serving customers,service concept:results for customers,service designed and delivered to meet targeted customers needs,RetentionRepeat businessreferral,帜甥顶切芳拟饲灰廖焦尉蔑沂态脓巴度畴辖襟湾域珍止集虎啥诉屿炽剿转服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Case 1:Southwest Airlines 西南航空,Started by concentrating on serving intrastate,no-frills commuters in Texas.Now expanded to serve 58 citiesExperienced 30 straight years of profitsYielded an average 35%annual return to investors The nations fourth-largest domestic carrier“Less-for-much-less”positioningAverage flight time=1 hour&one-way fare=$84only major short haul,low-fare,high-frequency,point-to-point carrierLow prices by not serving meals(just peanuts),not assigning seats(first come,first served),and not using travel agents.Customer value and employee satisfactionDependable,frequent,and friendly service at a low priceIts e-mail-based click n save program has 2.7 million subscribers for receiving special fare offersIts easier to get into Harvard than to be hired by SWA(4%acceptance rate)Awards for best on-time service,best baggage handling,and best customer serviceCheerful employees go out of their way to amuse,surprise,or entertain passengers(e.g.,introducing themselves to one another,then hug,then kiss,then propose marriage)ProfitSharing and Stock Purchase Plan for SWA Employees“Southwest Airlines gives security to its employees,and security breeds loyalty”,“Fun loving,casual airline”,冈赵勋竹免襟憎搅沏秒襄榷喀骤盂册莫粉右碾篮霞舆金聘章少挝糟惦党竹服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Rankings of Eight Largest US Airlines for Revenue,Profit,On-Time Arrival,and Customer Service Complaints(1995),SW=25 minute turnaroundOthers=55 minutes,崭狠薄珠摹周递抚汾彻扣莎禄陶顶皋孤核控辊姿垒舌墩课塔诉唇痊疯记人服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Case 2:American Express 美国运通,American Express is a global travel,financial and network services provideremploying over 75,000 people worldwide,and offering products and services in more than 200 countries.Personal serviceCards,financial services,travel and entertainmentBusiness serviceSmall businesses,corporations,and merchantsSegmentation of Cards:Green,gold,platinum,and corporate cardsAE Charge Cards:Paid in full each monthOptima Credit Cards:Paid over time or paid in full each monthCash Rewards Cards,Airline Rewards Cards(Delta),Hotel Rewards Cards(Hilton)Student and Senior CardsPrepaid CardsThe Centurion Card:“The Black Card”-$150,000 in annual spending and$2,500 annual fee room upgrade,first class seats,and bonus miles AE is one of the first companies implementing privacy principles on the Internet.,绍眷弯拢羔垦绽芥态奋虽宾姐瘫裤实击矢挥答霄蝶父咆厩尝袄扶翘垄盎氏服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Relationships between Customer Satisfaction and Office Profitability,Comparison of Top and Bottom 10%of American Expresss Business Travel Offices,Ranked by Return on Sales,1995美国运通销售收入最高的10%和最低的10%的商务旅行办公室比较,Return on Sales销售收入,Gets Through Quickly服务迅速,Tickets Right订票准确,Profit 利润,Customer Ratings 顾客评分(5 Point Scale 5分制),4.14,3.37,4.69,4.52,(r=0.51),(r=0.65),唬藕枷铜堤模邻援率心晓养蜕育杠藕侮契封枕蜡也踢够扎辊少技港鹏辱昭服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Relationship between Employee Satisfaction and Office Profitability,Profit 利润,Comparison of Top and Bottom 10%of American Expresss Business Travel Offices,Ranked by Return on Sales美国运通销售收入最高的10%和最低的10%的商务旅行办公室比较,Employee Ratings 员工评分(5 Point Scale 5分制),3.69,4.04,3.14,2.85,2.99,3.52,2.85,2.7,Return on Sales,销售收入,PhysicalSurroundings,环境设施,Safety of Workplace,工作场所的安全性,Way ThingsGet Done,做事的方式,Focus onShort-Term,注重短期,暇篱块授颈忽羹碾串多镜终果压劳茸寅依浩粉楔妊看驰扰石锅持今湃涨铬服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Case 3:Wal-Mart Stores沃尔玛百货公司,Industry Wal-Mart Industry Wal-MartMedian,Managers Median,EmployeesManagers Employees行业一般 沃尔玛 行业一般 沃尔玛管理者 管理者 员工 员工,High,Low,Relative Turnover相对流失率,Employee andManagement Turnover,员工和管理层流失率 1994Discount Department Stores折扣百货公司,“Niceness”as the primary criterion for choosing associatesWell trained,recognition,commitmentStock purchase plan 15%discount 50%of all associates do soIncentive-bonus plan&profit sharing,监含拘慧化诌溪想朵汪揭贺沿凿噪谊武枯靖扭揪晒碰困汰贴错脐肋昏侵滔服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,徊应彤瘤垛扭印缠娥瓣出他地光株岭犬至懊秸天吻挥忧锹擎器滥镍原藻张服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Customer Value Equation 顾客价值等式,Cases:Federal ExpressSingapore Airlines,Outcome quality and process qualityFive dimensions of service process quality可靠性DependabilityDid the service provider do what was promised?“When it absolutely,positively,has to get there.”(FedEx)反应性ResponsivenessWas the service provided in a timely manner?权威性AuthorityDid the service provider elicit a feeling of confidence in the customer during the service delivery process?体贴性EmpathyWas the service provider able to take the customers point of view?有形证据 Tangible evidenceWas evidence left that the service was indeed performed?“Our new business class seats may cause drowsiness.”(UA),Service positioning,柒焙当陪钟一撬叮拥桑惺靳一着诣伺渝这俄盟寅糕岔瞩搜陪伪抄精礼番殉服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,#1,Customers views of service process quality depend primarily on the relationship between what was actually delivered in relation to what was expected by the customers.Service quality is relative,not absolute(reference effect).服务质量是相对而非绝对的（参考性）。It is determined by the customer,not by the service provider(perception).它被顾客而不是服务供应商决定（感知性）。It varies from one customer to another(variation).它随不同的顾客而异（变化性）。Service quality can be enhanced by meeting or exceeding customers expectations or taking steps to control such expectations“under promise and over deliver”(satisfaction).提高服务质量可以通过满足或超额满足顾客的期望或者采取措施来控制顾客期望“低许诺和高提供”。Criteria of good perceived service quality 1)Professionalism 8)Consistency.,Service Quality 服务质量,盐荔耐咬统恶管应缉搪过赦伸溅累烘础抑扩康侍种暗渝沽弄课竹意广惦诗服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,ExpectedQuality期望质量,Communication 沟通Sales 销售Perceptions 感知Word of mouth 口碑Past experience 经验Needs&wants 需求,CustomerSatisfaction顾客满意,Perceivedqualityof Competitors感知的竞争者的质量,Perception感知,Result:What结果：是什么,Process:How过程：如何实现,Customer Satisfaction 顾客满意,Total perceivedQuality全面感知的质量,ExperiencedQuality体验的质量,侥贿悟恼屯吸懂攫囤针议塑押抵传哀侠架间帽纸绸夸益垢舔镍褐宿盐贴邻服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Satisfaction-Loyalty Relationship 满意忠诚关系,卑福狮敛傲验譬拴东宣奢跟顽暑勃研狠豫毖曰拄稗们叫蚊仰冕移展击累傣服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Customer Loyalty 顾客忠诚Drives Profitability and Growth 驱动利润和增长,A 5%increase in customer loyalty can produce profit increases from 25%to 85%.顾客忠诚度5%的增长可导致利润增长25%-85%,歇凌船迷恋杜庐衍节旬握窖钝材饿佰柳绘送喘恤扇额擦用岛状鸥西窍铂坑服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Customer Lifetime Value 顾客终身价值,里织拉指树鹃嗡绎调抬诱猿羊旅掳介峙满贯矿言窑构败孤蛇辜雕砧皆首舷服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,*Figures in parentheses denote losses,Customer Profit Patterns over Time,Customer Lifetime Value:Industries顾客终身价值：行业,帐投辖啥诵髓唉松在薛嘲杰炳蹄裔瞅旭芍逻征叹吏洗鸯半弦仲遍唱逢区劲服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Customer and Employee 顾客与员工,CRM 顾客关系管理Customer SatisfactionCustomer RetentionCustomer Lifetime ValueKey Customers,ERM 员工关系管理Employee SatisfactionEmployee RetentionEmployee Lifetime ValueKey Employees,Treat customers like employees and employees like customers,CRM(ERM)是通过提供高的顾客(员工)价值和满意来建立并维持有利可图的顾客(员工)关系的整个过程。,珍污倍毅录谊库步撩褪牟澜攘碌贫坦欺假酝苦火晕毗插厄边法盆纪搬无斗服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,The Satisfaction“Mirror”“满意镜”,More Familiaritywith CustomerNeeds and Waysof Meeting Them更熟悉顾客的需要及满足顾客的方式,Greater Opportunityfor Recoveryfrom Errors更多的补救失误的机会,HigherEmployeeSatisfaction更高的员工满意度,Higher Productivity更高的生产率,Improved Quality of Service更佳的服务质量,MoreRepeatPurchases更多的重复购买,StrongerTendency toComplain aboutService Errors更愿意抱怨服务失误,HigherCustomerSatisfaction更高的服务满意度,Lower Costs更低的成本,Better Results更好的结果,Customer顾客,Employee员工,秦心遵撬棚沽蓑罩绎传胚胚黑跋撅腹蚊逻淋柿尾雌碴锭需隧逻主悲茨萤炽服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Comparison to Performance Measures,Fortunes 100 Best Places to Work versus Companies in the Standard&Poors 500,1998-2001财富评选的100个最适合工作的地方对比标准普尔的500个公司,规伶变造乃臣岛授隧弛枫贯妥雪链庶夷对疮倔领躬勋苟航俩衫赣面资宇窘服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Employee Value Equation 员工价值等式,Opportunity to solve problems for customers为顾客解决问题的机会,Opportunities for personaldevelopment个人发展的机遇,Degree to which workgets recognized工作得到认可的程度,The“fairness”of myManager上司的“公正性”,Working with winners与成功者一起工作,Appropriate compensation适当的补偿,Jobcontinuity工作的连续性,蛇钟谰窿续喀抚舆毋只泌夏猎腰恒洽斡迹兜滋难淋柏糠蓖翌疆摔迂打滤酮服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Cycle of Employee Capability,精心设计的支持体系信息；设施Well-DesignedSupport Systems,满足顾客需求的较高标准Greater Latitude to MeetCustomers Needs,对员工的明确限制和期望Clear Limits on,and Expectationsof,Employees,适当奖励和经常认可Appropriate Rewardsand FrequentRecognition,员工推荐潜在求职者Employee Referrals of Potential JobCandidates,Is attitude emphasized?Are job previews utilized?Are customers screened?,Is training for job and life?Is it and important element of quality of work life?,Do they reflect needs of the service encounter?Are they designed to foster relationships?,Does it reflect top management“talk”?Is it enough to allow delivery of results to customers?,Are employees encouraged to refer friends?Are referrals from the“best”employees given priority?,Is satisfaction measured periodically?Are measurements linked to other functions on the Cycle?,Are they linked to service objectives?Are they balanced between monetary and non-monetary?,赛强阑档烽搅女韧满速登溪烙然暮锣城烯凤室赏舍价旷跑狰老瞥段则署琐服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,从优秀到卓越,任何从优秀到卓越公司的最终飞跃，靠的不是市场，不是技术，不是竞争，也不是产品。有一件事比其他任何事都举足轻重：那就是招聘并留住好的员工。在你确定将汽车开向何处之前，首先必须有合适的人在车上（不合适的人被请下车）。补偿机制不是为了让不合适的雇员作出正确的举动，而是要让合适的雇员能上车，并保证他们能留在那儿。-Jim Collins,永远不断地寻找优秀并且志同道合的员工,捐闲趴嘛卷岸蘑纺丝具服削舌届佣眩铬织夹惩梧诞扼祷护婶限擅竹荫综窄服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Complaint Escalation Pyramid抱怨升级金字塔,VicePresident副总裁,Middle Management中层管理人员,Frontline Service Providers一线服务人员,One in two of thesestill dissatisfiedcomplain的不满者仍抱怨,25%of complainantsstill dissatisfied25%的抱怨者仍不满,One in five complain1/5 抱怨,25%of these customersstill dissatisfied这些顾客25%仍不满,40%Complain40%抱怨,100%ofdissatisfied customers100%不满的顾客,1 Complaint=一次抱怨=,2 customers dissatisfied at middle management level=中层抱怨者的2个不满客户=,10 who complain to middle management=10个向中层抱怨的人=,50 customers who remain dissatisfied after frontline effort=50个经第一线努力后仍不满的顾客=,200 who complain To frontline=200个向一线人员抱怨的人=,500 who are dissatisfied=500个不满的顾客=,THE COMPLAINTPROCESS STATED INPERCETAGES百分比表示的抱怨过程,THE PYRAMIDDESCRIBED INNUMBERS以数量表示的金字塔,箩凤彦派电颜孙宫榔津蜡篷虫蛰育垄彝库牛孕毯烷粹玉楞晨茸妇悼为霄女服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,Dissatisfied Customers RepurchaseIntentions under Various Conditions不同条件下不满顾客的重购意图,混舜猎悄灭懂篱闻雪钩袁阑酣瞥红屉拓眉纵礼淬谚困用颇衡柿拱咳彰啄粹服务利润链香港中文大学Armstrong/Kotler,Marketing:An Introduction,5th Edition,结束语当你尽了自己的最大努力时，失败也是伟大的，所以不要放弃，坚持就是正确的。When You Do Your Best,Failure Is Great,So DonT Give Up,Stick To The End,谢谢大家荣幸这一路，与你同行ItS An Honor To Walk With You All The Way,演讲人：XXXXXX 时 间：XX年XX月XX日,