实用物流专业英语ppt课件.ppt

《实用物流专业英语ppt课件.ppt》由会员分享，可在线阅读，更多相关《实用物流专业英语ppt课件.ppt（71页珍藏版）》请在三一办公上搜索。

1、实 用 物 流 专 业 英 语,主编 李卫平 张虹,Customer Service,Part IAn Introduction to Customer Service,Part II Sample Communications,Part III Practical Readings,Part IAn Introduction to Customer Service,客户服务是供应商和买家之间综合的一系列活动,客户服务能提高销量,有利于更有效使用供应商的产品。客户服务涵盖了各种各样的形式,包括售后服务、比如维护、修理和更换,延长质保服务,定期邮寄信息和免费电话查询和投诉。,Customer s

2、ervice is the integrated series of activities between a supplier and a buyer that enhances the sale and facilitates the effective use of the suppliers products. Customer service covers a wide variety of forms, including after-sale servicing, such as maintenance, repair and replacement service, exten

3、ded warranties, regular mailings of information and free call telephone calls in case of enquiries and complaints.,Part IAn Introduction to Customer Service,产品供应链管理的目标正是为客户提供能有效满足他们需求的产品。技术层面来说,客户服务就实现客户订单的整个过程。这个过程包括在收订单，管理付款,挑选整理货物，包装货物、运输和投递委托物, 为终端用户提供售后服务，处理有可能回收的货物。,An objective of a well-mana

4、ged product supply chain is indeed to supply a product to customers in such a way that effectively satisfies their need for the product. Technically, customer service is the entire process of customer order fulfillment. The process includes the receipt of the order, managing the payment, picking and

5、 packing the goods, shipping and delivering the consignment, providingafter-sale service for the end-user and handing the possible return of the goods.,Part IAn Introduction to Customer Service,顾客服务可以根据供应商和顾客的交易发生的地点不一样分为不同类型。可以分为交易前服务，交易中服务和交易后服务。,Customer service can be grouped according to when t

6、he transaction between a supplier and a customer takes place. These groups can be categorized into pre-transaction,transaction and post-transaction components.,Part IAn Introduction to Customer Service,交易前服务为了到达令人满意的服务而建立有利的环境。它提供了一份客户服务方针的书面申明，例如，货物什么时候被交付，处理退货和延期交货的程序是什么，预期计划的运送方法和通知客户的方法是什么。应急计划的

7、建立就是为了当不可控外部事件或者自然灾害影响正常服务的提供时，建立一个机构实施顾客服务政策，同时为顾客提供技术培训，产品用户手册。,The pre-transaction component establishes conductive circumstances for desirable customer service. It provides a written statement of the customer service policy, such as when ordered goods will be delivered, the procedure for handlin

8、g returns and back orders, the methods of shipment and informing customers of the kind of service then may expect. Contingency plans are established for times when uncontrollable external occurrences or natural disasters influence normal service provision, creating an organizational structure to imp

9、lement customer service policy, and providing technical training and product user manuals for customers.,Part IAn Introduction to Customer Service,交易前的另一个元素是在可能的情况下供应商是提供先进的高科技设备或者高级的经久耐用的设备,当时需要创新或改进新模型的时候要及时通知用户。这种前瞻性的沟通可以提醒用户去检查他们资金投资和可替换的项目的组成和时机。采取这样的行动的高科技产品供应商能够维护客户关系，甚至在未来增加他们的竞争优势。所有这些交易前服务

10、潜在的巩固了买家和供应商的关系。,Another element of the pre-transaction component may, in the case of suppliers of high-technology or advanced durable equipment, is to inform users as to when innovative or new improved models, will be available. Such proactive communication could alert users to the need to review t

11、he composition and timing of their capital investment and replacement programmes. Such action by suppliers of high-technology products could enable their client to maintain and even increase their competitive edge in the future. In combination all these pre-transaction aspects have the potential to

12、enhance sound buyer-supplier relations.,Part IAn Introduction to Customer Service,交易中服务是在直接把产品交付给顾客的过程中的行为。比如决定库存水平，选择运输服务和技术，建立订货-加工程序。这些行为,反过来,影响交货期、订货的准确性，产品运输和使用时的物理状况。,The transaction component consists of the actions that directly result in the delivery of the product to the customer. Examples

13、 are determining inventory levels, selecting transport service and technology, and establishing order-processing procedures. These actions, in turn, affect delivery times, accuracy of order filling, physical condition of goods when delivered and product availability.,Part IAn Introduction to Custome

14、r Service,交易后服务的范围是在产品应用期间或者售后使用期间，其目的是为了避免消费者和使用者使用有缺陷的或功能异常的产品,它提供了产品的可重复使用组件，容器，包装的退还,例如,可退还的瓶子，可重复使用的圆筒和货盘。交易后服务需要处理索赔、投诉和退货;履行产品售后服务保证, 在保修过期后履行产品的维修协议。客户的期望是有效和高效的售后服务，这个期望对于提高产品竞争力，让顾客在品质和价格上失去信心的售后服务可能导致产品卖不出去。,The post-transaction component represents the spectrum of services need to suppor

15、t the product during application or use after it has been sold; to protect consumers and users from defective or dysfunctional products; to provide for the return of reusable components, containers and packages, for example, returnable bottles, reusable cylinders and pallets; to handle claims, compl

16、aints, and returns; and to fulfil the conditions of product warranties and product maintenance agreements after a warranty has expired. Customers expectations of efficient and effective after-sale service are of great importance in making products competitive, and lack of customer confidence in the

17、quality and price of after-sale services may make products unsaleable.(From: JJ Vogt, WJ Pienaar, PWC de Wit, Business Logistics Management, Oxford University Press, P23),Part IAn Introduction to Customer Service,To implement a basic service platform, it is necessary to specify commitment level to a

18、ll customers in terms of availability, operational performance, and reliability. The fundamental question, “How much basic service should the system provide?” is not easy to answer.The fact is that many firms establish their basic service platforms based on two factors. The first factor is competito

19、r or industry acceptable practice. In most industries, levels are generally well known by both the suppliers and the customers throughout the industry. It is not uncommon to hear logistics and supply chain executives speak of customer service commitments in terms of “doing as well as competition” or

20、 “beating our major competitors performance.” The second factor derives from the firms overall marketing strategy. If a firm desires to differentiate from competitors based on logistics competency, then high levels of basic service are required. If the firm differentiates on price, then it likely wi

21、ll commit to lower levels of logistical service due to the resources required and costs related to high-level commitment.,Part IAn Introduction to Customer Service,The fact is that even firms with a high level of basic customer service commitment generally do not take a total zero-defect approach ac

22、ross the board for all customers. The common service commitment is to establish internal performance standards for each service component. These standards typically reflect prevailing industry practice in combination with careful consideration of cost and resource commitments. Typical service standa

23、rds such as 97 percent fill rate or delivery within 3 days may be established and then performance would be monitored relative to these internal standards. While it is generally assumed that this strategic approach results in accommodating customers as well as or better than competitors, it does not

24、 assure that customers are, in fact, satisfied with either the overall industry performance or even the performance of an organization that performs above industry standard. In fact, there is only one way to be sure customersare satisfied ask them.(From: Donald J.Bowersox, David J.Closs, M.Bixby Coo

25、per, Supply Chain Logistics Management, China Machine Press,P78),Part IAn Introduction to Customer Service,Part IISample Communications,A: Good afternoon, Mr. Cooper. Welcome to Talk Show.B: Good afternoon.A: We all heard about that customer service is very important in the supply chain. Why is it s

26、o important?B: We can see customer service acts as the binding and unifying force for all of the logistics activities. If a firm can consistently provide its customers with the desired quality and quantity of products, where and when needed, at acceptable cost, it can gain market share advantage ove

27、r its competitors. A: You mean to a certain extent service can decide the market share.,Part IISample Communications,B: Yes, The firm might be able to sell its products at a lower cost as a result of logistics efficiencies, or provide a higher level of customer service as a result of logistics effec

28、tiveness, or both, thereby gaining a competitive edge in the market. A: Then what is effectiveness in logistics?B: Effectiveness is a measure of how successful the supply of a product is as experienced by users and consumers, such as how well service conforms to their expectations or how well goods

29、satisfy their needs. A: What is good customer service?,Part IISample Communications,B: Optimal customer service involves well-managed logistics in order to provide the necessary level of customer satisfaction through effectiveness at the lowest possible total cost through efficiency in order to cont

30、ribute maximally towards the firms welfare.A: Then how could we get to customer satisfaction?B: Customer satisfaction occurs when the firms manufacturing, marketing and logistics effort is successful, thus adding sufficient value or creating enough utility to prevent the customer from procuring the

31、product in an alternative way. Each activity of a firms logistics system can affect whether a customer receives the right product and information at the designated place and time in the required condition and quantity at an acceptable cost/price. s,Part IISample Communications,A: How could a firm en

32、sure good customer service?B: The key challenge is how to outperform competitors service effectiveness in an efficient manner. If specific goods are not available where and when required for manufacturing, it may cause a production shut-down entailing cost wastage, possible lost sales and the potent

33、ial loss of substantial business. The more severely a service malfunction reacts negatively upon a customers performance, the higher the priority that needs to be placed on error-free logistics customer service performance.A: Thanks for sharing your idea with us. Thanks for your interview, Mr. Coope

34、r.(From: JJ Vogt, WJ Pienaar, PWC de Wit, Business Logistics Management, Oxford University Press, P25),Part IISample Communications,1. Why is customer service important in supply chain?,Customer service acts as the binding and unifying force for all of the logistics activities. If a firm can consist

35、ently provide its customers with the desired quality and quantity of products, where and when needed, at acceptable cost, it can gain market share advantage over its competitors.,Part IISample Communications,2. How does customer service decide the market share?,The firm might be able to sell its pro

36、ducts at a lower cost as a result of logistics efficiencies, or provide a higher level of customer service as a result of logistics effectiveness, or both, thereby gaining a competitive edge in the market.,Part IISample Communications,3. What is good customer service?,Optimal customer service involv

37、es well-managed logistics in order to provide the necessary level of customer satisfaction through effectiveness at the lowest possible total cost through efficiency in order to contribute maximally towards the firms welfare.,Part IISample Communications,4. What is effectiveness in logistics?,Effect

38、iveness is a measure of how successful the supply of a product is as experienced by users and consumers, such as how well service conforms to their expectations or how well goods satisfy their needs.,Part IISample Communications,5. How could a firm get to customer satisfaction?,Customer satisfaction

39、 occurs when the firms manufacturing, marketing and logistics effort is successful, thus adding sufficient value or creating enough utility to prevent the customer from procuring the product in an alternative way. Each activity of a firms logistics system can affect whether a customer receives the r

40、ight product and information at the designated place and time in the required condition and quantity at an acceptable cost/price.,Part IISample Communications,6. How could a firm get customer service effective?,The key challenge is how to outperform competitors service effectiveness in an efficient

41、manner. If specific goods are not available where and when required for manufacturing, it may cause a production shut-down entailing cost wastage, possible lost sales and the potential loss of substantial business. The more severely a service malfunction reacts negatively upon a customers performanc

42、e, the higher the priority that needs to be placed on error-free logistics customer service performance.,Part IISample Communications,A: Good afternoon, Professor Lee. I have some questions about customer service. May I ask you some questions?B: Yes, go ahead.A: You told us in the class that custome

43、r service is very important in logistics management. How could we improve customer service?B: A firm could improve customer service through controlling service performance. There are three aspects to measure customer service performance. They are availability, operational performance and service qua

44、lity.A: Could you explain them separately?,Part IISample Communications,B: No problem. Availability entails providing inventory to consistently meet customers material or product requirements. It is based on three performance measures: stock out frequency, fill rate and orders shipped complete.A:How

45、 about operational performance?B: The most pertinent determinants of operational logistics service performance are suitability, accessibility, goods security, transaction time, reliability and flexibility.A: Then how about service quality?,Part IISample Communications,B: Reliability of service is a

46、more comprehensive concept which is concerned with the punctuality and time variability in service offered. And the key to superior service quality is accurate measurement of availability and operational performance. If you want to know more about customer service, I suggest you read some books, and

47、 I will give you a reference book list.A: Thank you very much, Professor.(From: JJ Vogt, WJ Pienaar, PWC de Wit, Business Logistics Management, Oxford University Press, P26),Part IISample Communications,1. Oral Practice:,2. Team work:,Practice the above dialogue with your partner until you can learn

48、 the lines by heart.,Make up a dialogue according to the following situation and practice it with your partner.Situation: Mr. Brown is a sales manager in a logistics company. Now he is discussing how to improve customer service with his colleague, Miss Mary.,Part IISample Communications,Several groc

49、ers are attempting to offer convenience to customers by offering electronic order placement and home delivery. This simple concept is quite complex toimplement effectively.The most import factor influencing consumer-direct channel adoption and customer loyalty is the ability to consistently pick and

50、 deliver perfect orders. However, it is complex and expensive to structure a low-cost logistics system to provide these desired service levels.Consumer-direct logistics focuses on fulfilling demand at the household level through consistent delivery of perfect orders as it ensures a continuous supply