服務(wù)利潤(rùn)鏈(香港中文大學(xué))-在線(xiàn)瀏覽
2025-03-03 16:12本頁(yè)面
【正文】 nd recognitionptools for serving customerspservice concept: results for customerspservice designed and delivered to meet targeted customers’ needspRetentionpRepeat businesspreferral8Case 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 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 million subscribers for receiving special fare offers– It’s easier to get into Harvard than to be hired by SWA (4% acceptance rate)– Awards for best ontime service, best baggage handling, and best customer service– Cheerful employees go out of their way to amuse, surprise, or entertain passengers (., introducing themselves to one another, then hug, then kiss, then propose marriage)– ProfitSharing and Stock Purchase Plan for SWA Employees– “Southwest Airlines gives security to its employees, and security breeds loyalty” “Fun1Professor Jianmin JiaServiceProfit Chain服務(wù)利潤(rùn)鏈服務(wù)利潤(rùn)鏈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。loving,airline”9Rankings of Eight Largest US Airlines for Revenue, Profit,OnTime Arrival, and Customer Service Complaints (1995)SW = 25 minute turnaroundOthers = 55 minutes10Case 2: American Express 美國(guó)運(yùn)通11Relationships between Customer Satisfaction and Office ProfitabilityComparison of Top and Bottom 10% of American Express’s Business Travel Offices, Ranked by Return on Sales, 1995美國(guó)運(yùn)通銷(xiāo)售收入最高的 10%和最低的 10%的商務(wù)旅行辦公室比較Top 最高的 10%Bottom 最低的 10%Return on Sales銷(xiāo)售收入Gets Through Quickly服務(wù)迅速Tickets Right訂票準(zhǔn)確Profit 利潤(rùn) Customer Ratings 顧客評(píng)分(5 Point Scale 5分制 ) (r=) (r=)167。167。167。Criteria of good perceived service quality 1) Professionalism skills。 3) Accessibility flexibility。 5) Service recovery。 7) Reputation credibility。telephoneHow the Competitive EnvironmentAffects the SatisfactionLoyalty Relationship12345pletelydissatisfiedpletelysatisfiedHighlyCompetitiveZoneCommoditizationorsubstitutesLowofswitchingSatisfaction滿(mǎn)意RegulatedorsubstitutesDominantequityHighofloyaltytechnologyNonpetitive ZonelowhighLoyalty忠誠(chéng)19Customer Loyalty 顧客忠誠(chéng)Drives Profitability and Growth 驅(qū)動(dòng)利潤(rùn)和增長(zhǎng)A 5% increase in customer loyalty can produce profit increases from 25% to 85%.顧客忠誠(chéng)度 5%的 增長(zhǎng)可導(dǎo)致利潤(rùn)增長(zhǎng) 25%85%20Customer Lifetime Value 顧客 終身 價(jià)值21Industry Profit per Customer(in dollars) by Year of Relationship1 2 3 4 5CreditIssuanceServicing信用汽 車(chē) 保 險(xiǎn) 與服 務(wù)IndustrialDistribution工 業(yè) 分 銷(xiāo)Auto23The Satisfaction “Mirror” “滿(mǎn)意鏡 ”More Familiaritywith CustomerNeeds and Waysof Mee
范文總結(jié)相關(guān)推薦
鄂ICP備17016276號(hào)-1