服務(wù)利潤(rùn)鏈經(jīng)典培訓(xùn)教程香港中文大學(xué)(已修改)
2025-06-27 10:52 本頁(yè)面
【正文】 1 Professor Jianmin Jia ServiceProfit Chain 服務(wù)利潤(rùn)鏈 中國(guó)培訓(xùn)師大聯(lián)盟 2 如何把一個(gè)企業(yè)做強(qiáng)？ 員工和顧客應(yīng)該成為管理層考慮問(wèn)題的核心所在。 In the new economics of service, frontline workers and customers need to be the center of management concern. 既強(qiáng)調(diào)市場(chǎng)也強(qiáng)調(diào)運(yùn)營(yíng)的組織幾乎是戰(zhàn)無(wú)不勝的。 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 amp。 Employee Focus 以 顧客和員工 為 中心 3 The Performance Trinity 績(jī)效三位一體 領(lǐng)導(dǎo)和管理 Leadership and management 價(jià)值和文化 Values and culture 愿景和戰(zhàn)略 Vision and Strategy “We expect that goodtogreat 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) 4 In recent years, physical assets accounting for most of the book value of corporations have fallen to around onethird of market value. 大多數(shù)公司的 有形資產(chǎn) 占它們市場(chǎng)價(jià)值的１ /3. These intangibles prise such factors as brands, information, technology, customer relationships, the quality of employees, and quality of an organization‘s leadership and administration. 無(wú)形資產(chǎn) 包括品牌、信息、技術(shù)、客戶關(guān)系、員工質(zhì)量、組織領(lǐng)導(dǎo)和管理的質(zhì)量 . Intangible Assets 無(wú)形資產(chǎn) 5 ServiceProfit Chain 服務(wù)利潤(rùn)鏈 向顧客提供的 服務(wù)價(jià)值 Value of Services Provided to Customers 顧客滿意 Customer Satisfaction 利潤(rùn)和增長(zhǎng) Profit and Growth 高質(zhì)量支持 服務(wù)和政策 HighQuality Support Services and Policies 滿意、忠誠(chéng)及 生產(chǎn)率高的員工 Satisfied, Loyal and Productive Employees Customers顧客 Employees員工 顧客忠誠(chéng) Customer Loyalty 6 ? Customer loyalty and mitment are the primary drivers of growth and profitability. ? Customer loyalty and mitment emanate from customer satisfaction pared to petition. ? Customer satisfaction results from the realization of high levels of value pared to petition. ? Value is created by satisfied, mitted, loyal, and productive employees. ? Employee satisfaction results from several factors: – the ―fairness‖ of management, – the quality of one‘s 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 customerfacing job, and – moary pensation. Drivers of ServiceProfit Chain 服務(wù)利潤(rùn)鏈的驅(qū)動(dòng)力 7 Links in the Service Profit Chain 服務(wù)利潤(rùn)鏈鏈接 ? 顧客滿意 Customer Satisfaction 顧客忠誠(chéng) Customer Loyalty 收入增長(zhǎng) Revenue Growth 盈利能力 Profitability 內(nèi)部服務(wù)質(zhì)量 Internal Service Quality 員工滿意 Employee Satisfaction 員工保留 Employee Retention 員工生產(chǎn)率 Employee Productivity 外部服務(wù) 價(jià)值 External Service Value 運(yùn)營(yíng)戰(zhàn)略與服務(wù)傳送系統(tǒng) Operating Strategy and Service Delivery System ?workplace design ?job design ?employee selection and development ?employee rewards and recognition ?tools for serving customers ?service concept: results for customers ?service designed and delivered to meet targeted customers‘ needs ?Retention ?Repeat business ?referral 8 Case 1: Southwest Airlines 西南航空 ? Started by concentrating on serving intrastate, nofrills muters in Texas. – Now expanded to serve 58 cities ? Experienced 30 straight years of profits – Yielded an average 35% annual return to investors – The nation‘s fourthlargest domestic carrier ? ―Lessformuchless‖ positioning – Average flight time = 1 hour amp。 oneway fare = $84 – only major short haul, lowfare, highfrequency, pointtopoint carrier – Low prices by not serving meals (just peanuts), not assigning seats (first e, first served), and not using travel agents. ? Customer value and employee satisfaction – Dependable, frequent, and friendly service at a low price – Its based click ?n save program has
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