Professional Documents
Culture Documents
Customer Value
McGraw-Hill/Irwin
12.2 Introduction
12-2
Role of SCM
Ability
to respond to customer
requirements one of the basic premises
for SCM
Relates
SCM
Dell,
Wal-Mart
EDLP strategies
12-3
type
to requirements.
Product selection.
Price and brand.
Value-added services.
Relationships and experiences.
12-5
Conformance to Requirements
Market
Mediation:
Ability
supply chain
Demand>Supply=> lost sales and possibly market share.
Functional
Items
Product
demand is predictable
Market mediation not a major issue.
Fashion
Nature
Conformance to Requirements
Built on Three Principles
Closing
Supply
Sticking
Company
Leveraging
12-8
Product Selection
Proliferation
of product options
Larger variety means greater problems with:
Managing
supplies
Predicting demand
Three
successful trends:
Specializing
Long-Tail
Phenomenon
Lack
Amazon.com Strategy
Initial
US.
2001:
Other Issues
- 10%
Reverse the increases as sales fell.
12-15
Equalizing
No
grocery products
varieties of toothpaste???
12-17
Companies
Brand
Premium
Pricing
Opportunities
services
Not easily transformed to commodities
12-18
Value-Added Services
Additional
commoditization of products
Need to get closer to the customer.
Increase in information technology capabilities that
make this offering possible.
Examples:
B2B
makes
12-20
Online
grocery
Personalized interface while shopping
Can create own virtual supermarket
Save shopping lists and retrieve lists
Opportunity to learn about its service:
Asks:
12-21
Customer Experiences
Beyond
relationships
Designing, promoting, and selling unique
experiences to customers
Offering distinct from customer service:
An
Examples:
Airline
Create
8 Steps to Customer
Experience
12-24
12-25
Service Level
Typical
12-26
Customer Satisfaction
Customer
customer loyalty
Easier
Customer Defections
Identifying
task
Dissatisfied
12-28
SC Performance Measures
SC
12-30
Metrics
Measure
On-time delivery
Order fulfillment lead time
Fill rate
Perfect order fulfillment
Percentage
Days
Percentage
Percentage
Days
Days
Expenses
Percentage
Percentage
Dollars
Assets/utilization
Days
Days
Turns
12-31
Total
12-32
cycle time
Number
production flexibility
Number
12-34
performance to request
Percentage
12-35
12-36
12-37
Customer Benefits
12-38
importance of intangibles
Importance
Service
Increased
Tailored
experience
Ability
12-39
Business Benefits
Use
12-40
Business-to-Business Benefits
e-marketplaces
Using
SUMMARY