物流学3 -顾客服务（4.如何理解物流客户服务-）

分享兴趣，传播快乐，增长见闻，留下美好！亲爱的您，这里是LearningYard新学苑。今天小编为大家带来《物流学3 | 顾客服务》

Share interest, spread happiness, increase knowledge, leave a good!Dear you, here is the LearningYard new academy.Today small make up today to bring "logistics 3 | customer service".

顾客对于企业来说非常重要。在当今激烈的商业竞争环境下，将顾客视为“麻烦”的企业难以维持太久。让我们来看看几个被频繁引证的与不满意顾客相关的经典语句。开发新顾客的成本是留住老顾客成本的5倍。95%的不满顾客不会向企业表达他们的不满，但他们会停止购买该企业的产品，平均会向9个人叙述不愉快的购物经历。很简单，留住老顾客比开发新顾客容易得多。因此，顾客服务应努力让顾客满意并在顾客的脑海中形成与该企业做生意很容易的感知。

Customers are very important for enterprises.In today's fierce business competition environment, companies that see customers as "trouble" are hard to sustain for too long.Let's see a few frequently cited classic statements related to dissatisfied customers.The cost of developing new customers is five times that of retaining old customers.Ninety-five percent of dissatisfied customers do not express their dissatisfaction to the company, but they will stop buying the company's products, telling an average of unpleasant shopping experiences to nine people.It's much easier to retain old customers than to develop new ones.Therefore, customer service should strive to make customers satisfied and develop a perception that it is easy to do business with the company.

顾客服务能成为非常好的竞争武器，而且比起价格和促销等其他营销手段，顾客服务更难以被竞争对手效仿。诺德斯特龙( Nordstrom's,一家高端零售商)在顾客服务方面具有持久声誉，这种对顾客的关注使诺德斯特龙的竞争对手难以匹敌。例如，本书的一位作者曾在诺德斯特龙购物，发现了一款中意的皮带，可是店内库存中没有合适尺寸的该款皮带。几天后，这位作者接到诺德斯特龙销售员的电话，告知本地店铺内已有尺寸合适的皮带。销售员确定诺德斯特龙的另一家店铺有合适尺寸的皮带，并通过空运紧急调货到本地商店。皮带的零售价大约45美元，很可能诺德斯特龙在这次交易中亏了钱，但可以做出合理的假设，很少有其他零售商会模仿诺德斯特龙的顾客服务行为。

Customer service can be a very good competitive weapon, and it is even harder to emulate by its competitors than by other marketing methods, such as price and promotion.Nordstrom's (a high-end retailer) has a lasting reputation for customer service that makes Nordstrom's rivals unmatched.For example, one of the authors of the book went shopping in Nordstrom and found a favorite belt, but it did not have the right size in the store.A few days later, the author received a call from a Nordstrom salesman about the right size belts in the local store.The salesman determined that another Nordstrom store had the appropriate sized belt and made an emergency shipment to the local store by air lift.The belt retail for about $45 and it is likely that Nordstrom lost money on the deal, but reasonable assumptions can be made that few other retailers would imitate Nordstrom's customer service behavior.

全球化和技术进步等宏观环境的变化使企业和个人对顾客服务都提出了更高的要求。正如在前面章节所提到的，顾客的期望随着时间不断提高。如果相关的性能(服务)水平无法跟上，那顾客就可能不满意。另外，本章也强调过可靠的服务可以使企业仅保持较低水平的库存，尤其是安全库存，因此库存持有成本也更低。此外，在当今越来越自动化和计算机化的世界，顾客和卖家之间的关系会变得机械化。从顾客的视角来看，这种情况让人沮丧也很低效。能提供高服务水平的企业，尤其是提供高水平个人服务的企业，应当发现它在市场上具有强大的销售优势。

Changes in the macro environment such as globalization and technological progress have made both enterprises and individuals put forward higher requirements for customer service.As mentioned in the previous chapter, customer expectations grow over time.If the relevant performance (service) level does not keep up, then customers may not be satisfied.In addition, this chapter also emphasizes that reliable services can allow businesses to maintain only low levels of inventory, especially safe inventory, and so the inventory holding costs are also lower.Moreover, in today's increasingly automated and computerized world, the relationship between customers and sellers becomes mechanized.From the customer's perspective, this is frustrating and inefficient.Enterprises that can provide high service level, especially those with high service level of personal services, should find that they have strong sales advantages in the market.

此外，卖方质量控制计划的普遍实施使更高水平的服务成为必然。近年来，许多企业，尤其是零售商和批发商，变得更加关注库存。对库存的重视，导致出现了计算机辅助分析以识别那些能够持续提供良好或糟糕服务水平的卖家。过去，由于利用手工系统，在卖方采取纠正措施前，严重的顾客服务问题往往不断重复发生。如今，这些因素都被自动编程写人电脑，企业可以密切监控每个卖方的服务质量。

Moreover, the general implementation of seller quality control plans makes a higher level of service inevitable.In recent years, many businesses, especially retailers and wholesalers, have become more focused on inventory.The emphasis on inventory has led to the emergence of computer-aided analysis to identify sellers who have consistently provided good or poor levels of service.In the past, serious customer service problems were often repeated before the seller took corrective measures.Today, these factors are automatically programmed to write on human computers, and companies can closely monitor the quality of service of each seller.

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