【正文】 C o s t s A c c e s s I n c o m e 1 / T o t a l W o r k p l a c eofQ u a l i t y R e s u l t sD e l i v e r t oC a p a b i l i t y V a l u e???Employee Value Equation 員工價(jià)值等式 Opportunity to solve problems for customers 為顧客解決問(wèn)題的機(jī)會(huì) Opportunities for personal development 個(gè)人發(fā)展的機(jī)遇 Degree to which work gets recognized 工作得到 認(rèn)可 的程度 The ―fairness‖ of my Manager 上司的“公正性” Working with winners 與成功者一起工作 Appropriate pensation 適當(dāng)?shù)难a(bǔ)償 Job continuity 工作的連續(xù)性 26 Cycle of Employee Capability 仔細(xì)地選擇員工和顧客（包括自我選擇）Careful Employee and Customer Selection (and selfSelection) 高質(zhì)量培訓(xùn) HighQuality Training 精心設(shè)計(jì) 的支持體系 —信息； —設(shè)施 WellDesigned Support Systems 滿足顧客需求的 較高標(biāo)準(zhǔn) Greater Latitude to Meet Customers‘ Needs 對(duì)員工的明確 限制和期望 Clear Limits on, and Expectations of, Employees 適當(dāng)獎(jiǎng)勵(lì) 和經(jīng)常認(rèn)可 Appropriate Rewards and Frequent Recognition 滿意的員工 Satisfied Employees 員工推薦 潛在求職者 Employee Referrals of Potential Job Candidates 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 moary and nonmoary? 27 從優(yōu)秀到卓越 ? 任何從優(yōu)秀到卓越公司的最終飛躍，靠的不是市場(chǎng)，不是技術(shù)，不是競(jìng)爭(zhēng)，也不是產(chǎn)品。239。224。 trustworthiness。 ? It varies from one customer to another (variation). 它隨不同的顧客而異（變化性）。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。 ? Service quality can be enhanced by meeting or exceeding customers‘ expectations or taking steps to control such expectations – ―under promise and over deliver‖ (satisfaction). 提高服務(wù)質(zhì)量可以通過(guò)滿足或超額滿足顧客的期望或者采取措施來(lái)控制顧客期望 —―低許諾和高提供 ” 。 5) Service recovery。192。243。有一件事比其他任何事都舉足輕重：那就是招聘并留住好的員工。 ? 補(bǔ)償機(jī)制不是為了讓不合適的雇員作出正確的舉動(dòng)，而是要讓合適的雇員能上車，并保證他們能留在那兒。長(zhǎng)20 Customer Lifetime Value 顧客 終身 價(jià)值 0 1 2 3 4 5Ye a r 年份Net Impact on Operating Profit運(yùn)營(yíng)凈利潤(rùn)S u g g e s t i o n s f o r p r o d u c t o r s e r v i c ei m p r o v e m e n t來(lái) 源于 產(chǎn) 品服 務(wù) 改 進(jìn) 建 議 的利 潤(rùn)R e f e r r a l s 來(lái) 源于推 薦 人的利 潤(rùn)P r o f i t f r o m p r i c e p r e m i u m o nc u s t o m p r o d u c t s來(lái) 源于 產(chǎn) 品溢價(jià)的利 潤(rùn)R e d u c e d c o s t s o f s e r v i n g c u s t o m e r服 務(wù)顧 客 帶來(lái) 的成本降低P u r c h a s e s o f n e wp r o d u c t s 購(gòu)買 新 產(chǎn) 品P u r c h a s e s o f s t a n d a r dp r o d u c t s 購(gòu)買 一般 產(chǎn) 品C u s t o m e r a c q u i s i t i o nc o s t s 獲 得 顧 客的成本21 Industry Profit per Customer (in dollars) by Year of Relationship 1 2 3 4 5 Credit Car Issuance and Servicing 信用汽車保險(xiǎn)與服務(wù) Industrial Laundry 工業(yè)洗衣 Industrial Distribution 工業(yè)分銷 Auto Servicing 汽車服務(wù) (21)* 144 45 25 42 166 99 35 44 192 121 70 49 222 144 88 55 256 168 88 * Figures in parentheses denote losses Customer Profit Patterns over Time Customer Lifetime Value: Industries 顧客 終身 價(jià)值：行業(yè) 22 Customer and Employee 顧客與員工 ? CRM 顧客 關(guān)系管理 ? Customer Satisfaction ? Customer Retention ? Customer Lifetime Value ? Key Customers ? ERM 員工 關(guān)系管理 ? Employee Satisfaction ? Employee Retention ? Employee Lifetime Value ? Key Employees Treat customers like employees and employees like customers CRM (ERM) 是通過(guò)提供高的顧客 (員工 )價(jià)值和滿意來(lái)建立并維持有利可圖的顧客 (員工 )關(guān)系的整個(gè)過(guò)程。l232。 7) Reputation amp。 skills。 Organizations that achieve both market and op