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GLOBAL LOGISTIC GLOBAL LOGISTIC MANAGEMENT Định nghĩa
GLOBAL LOGISTIC MANAGEMENT LECTURE 3: CUSTOMER SERVICE IN LOGISTICS Agenda 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 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 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 Transaction elements 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 Ordering convenience Acknowledgement of order Credit terms offered Handling of queries Frequency of delivery Order cycle time Order cycle time reliability On-time deliveries Shipment delay Orders filled completely Order tracing capability Back-order percentage Availability Product substitutes Post-transaction elements Accuracy of invoices Returns Damages Easy to read “use by date” on packaging Quality of packaging for in-store display 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 Strategies for Logistics Customer Service Relationship service (Posttransaction): 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 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 ...Agenda 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:... Logistics Customer Service: Reactive techniques Proactive techniques Definition of Logistics Customer Service ? ?Logistic Customer Service is a process which takes place between buyer, seller and... benefits to the supply chain in a cost effective way 2 Marketing and logistics customer service trade-off model Marketing and logistics customer service trade-off model Marketing objectives: allocate