GLOBAL LOGISTIC GLOBAL LOGISTIC MANAGEMENT .pdf

GLOBAL LOGISTIC GLOBAL LOGISTIC MANAGEMENT Định nghĩa

GLOBAL LOGISTIC

MANAGEMENT

LECTURE 3: CUSTOMER SERVICE IN

LOGISTICS

 1 Definition of Logistics Customer Service

 2 Marketing and logistics customer service trade-off model

 3 Elements of Logistics Customer Service

 4 Strategies for Logistics Customer Service:

 Reactive techniques

 Proactive techniques

 5 The Service Quality Model

1 Definition of Logistics

Customer Service

Logistic Customer Service is a

process which takes place between

buyer, seller and third party The

process results in a value added to

the product or service exchanged The value added is shared to all parties

involve in the transaction

Thus, Customer service is a process for providing significant value-added benefits to the supply chain in a cost effective way

2 Marketing and logistics

customer service trade-off model

2 Marketing and logistics

customer service trade-off model

Marketing objectives: allocate

resources to the marketing mix to

maximize the long run profitability of the firm

Logistics objectives: minimize total

costs given the customer service

objective where:

Total cost= transportation cost+

warehousing cost+ Order-processing and information cost+ Lot quantity

costs+ Inventory carrying costs

3 Elements of Logistics

Customer Service

Pre-transaction elements

Transaction elements

Post-transaction elements

Pre-transaction elements

Advice on non-availability

Quality of sales representatives

Regular calls by sales reps

Monitors customer stock levels

Consult on new product/package

development

Reviews product depth and breadth regularly

Communicates target delivery dates

Transaction elements

Post-transaction elements

Accuracy of invoices

Returns

Damages

Easy to read “use by date” on

packaging

Quality of packaging for in-store display

4 Strategies for Logistics

Customer Service

Pre-order (Pre-transaction):

Availability, Appropriate Order Cycle

Time (OCT), Consistent OCT

Order service and quality (Transaction): Accurate invoices, on-time delivery,

complete orders, product arrived

undamaged, accurate orders,

consistent product quality, product

arrive to specialization

4 Strategies for Logistics

Customer Service

Relationship service

(Post-transaction): After sale support,

delivery time, helpful Customer Service Relationship, Customized services

Relationship Quality (Pos-transaction): Trust, Commitment, Integrity

Global satisfaction (The outcome):

Overall supplier quality, feelings toward supplier, future purchase intensions

Customer service strategy

process

Firm has 2 techniques: Proactive and Reactive

Proactive: to satisfy a customer’s

needs Possible techniques include

service quality or “gaps” model, SCOR model or bench-making

Reactive: to a service failure Possible techniques include complaint analysis, Critical incident technique

5 The Service Quality Model or Gap Model