Professional Documents
Culture Documents
Introduction
Evolution of quality definition from internal measures to customer value
Promotes a broader look at a companys offerings and its customers.
Questions/Issues:
Why customers purchase?
Why customers continue to purchase?
Why customers defect from a company?
What are their preferences and needs and how can they be satisfied?
Which customers are profitable?
Does the customer value low prices more than superior customer support
services?
Does the customer prefer next day delivery or lower prices?
Does the customer prefer to purchase the item in a store that specializes in
this type of item or from a large mega-store that provides one-stop shopping
opportunities?
Role of SCM
Ability to respond to customer requirements one of the basic premises for SCM
- Relates to customer specific aspects such as delivery status or production
status
-
SCM also impact prices by reducing costs
- Dell, Wal-Mart
- EDLP strategies
Examples:
- If customers value one-stop shopping => carry a large number of products
and options
- Personal customization of products => flexible supply chain
Conformance to Requirements
Market Mediation:
- Ability to offer what the customer wants and needs
- Costs associated with the market mediation occur when there are differences
between supply and demand.
i) Supply>demand => inventory costs throughout the supply chain
ii) Demand>Supply=> lost sales and possibly market share.
Functional Items
- Product demand is predictable
- Market mediation not a major issue.
-
Fashion items or other high-variability items
- Nature of demand can create large costs due to lost sales or excess
inventory.
- Requires responsive supply chains
Zaras SCM Strategy
It keeps half of its production in house instead of outsourcing as is common
It intentionally leaves extra capacity in its warehouses
It manufactures and produces in small batches rather than try to achieve
economies of scale
It manages all design, warehousing, distribution and logistics itself instead of using
third parties
It holds its retail stores to a rigid timetable for placing orders and receiving stock.
It puts price tags on items before they are shipped rather than at each store.
It leaves large empty areas in the stores and tolerates, even encourages stock-
outs.
Product Selection
Proliferation of product options
Amazon Strategy
Initial Years: Used Ingram Books.
1999:Established its own seven fulfilment centres
- Today, there are 16 fulfilment centres in the US.
-
2001: Focus on improving distribution operations in a push towards profit.
- Improved its fulfilment costs to 9.8% in 2001 (Q4) down from 13.5% in 2000
(Q4)
Customer Experiences
Beyond relationships
Designing, promoting, and selling unique experiences to customers
Offering distinct from customer service:
- An experience occurs when a company intentionally uses services as the
stage, and goods as props, to engage individual customers in a way that
creates memorable events
Examples:
- Airline frequent flyer programs, theme parks, Saturn owner gatherings, Lexus
weekend brunch and car wash events.
8 Steps to Customer Experience
Create a compelling brand/distinct offering that customers can identify with.
Deliver a seamless experience across channels and touch points.
Care about customers and their outcomes.
Measure what matters most to customers
Hone operational excellence.
Value customers time.
Place customers information requirements and needs at the core.
Design to morph i.e. the ability to change practices based on customer
requirements.
Service Level
Typical measure used to quantify a companys market conformance.
Usually related to the ability to satisfy a customers delivery date
Direct relationship between the ability to achieve a certain level of service and
supply chain cost and performance.
- Demand variability and manufacturing and information lead times determine
the amount of inventory that needs to be kept in the supply chain.
Customer Satisfaction
Customer satisfaction surveys used to measure sales department and personnel
performance
Also provides feedback for necessary improvements in products and services.
However, reliance on customer satisfaction surveys can often be misleading
- Surveys are easy to manipulate
- Typically measured at the selling point
- Nothing is said about retaining the customer.
Measure customer loyalty
- Easier to measure than customer satisfaction.
- Analyze customer repurchase patterns based on internal databases.
Customer Defections
Identifying such customers not an easy task
- Dissatisfied customers seldom cancel an account completely
- Gradually shift their spending, making a partial defection.
SC Performance Measures
SC performance affects the ability to provide customer value
Need to develop independent criteria to measure supply chain performance.
Presence of many partners in the process/requirement of a common language.
Standardization initiatives such as the Supply Chain Councils reference models.
Cash-to-cash cycle time
- Number of days between paying for raw materials and getting paid for product
- Calculated by inventory days of supply plus days of sales outstanding minus
average payment period for material.
- Best in class have less than 30-days cycle time,
- Median performers can be up to 100 days.
Organized around the processes of Plan, Research, Design, Integrate and Amend.
- Spans product development, research and development
- Does not attempt to describe every business process or activity.
- Focused on Product Refresh, New Product and New Technology
12.4 IT and Customer Value
Many valuable benefits for customers and businesses.
Three aspects:
- exchange of information between customers and businesses
- use of information by companies to learn more about their customers so that
they can better tailor their services
- enhanced business-to-business capabilities.
Customer Benefits
Opening of corporate, government, and educational databases to the customer.
Availability of uniform data access tools of the Internet.
Innovations have had the effect of increasing customer value while reducing costs
for the supplier of the information.
- Automated teller machines (ATMs)
- Voice mail
- Internet
Opening of the information boundaries between customer and company
- Part of the new customer value equation
- Information is part of the product.
Summary
Creating customer value is the driving force behind a companys goals
Supply chain management is one of the important means.
Customer access to information about the availability of products and the status of
orders and deliveries is becoming an essential capability.
Adding services, relationships, and experiences differentiates company offerings in
the market
Identifying the appropriate customer value measure not an easy task.
Ability to provide sophisticated customer interactions very different from the ability
to manufacture and distribute products.
No real customer value without a close relationship with customers.