Beschreibung

DRIVE MORE VALUE FROM YOUR SUPPLY CHAIN BY IMPROVING THE WAY YOU MANAGE CUSTOMER SERVICE

• Optimize linked interactions across your entire customer service environment
• Implement customer-centric strategies, including customer-based supply chain segmentation and lifelong customer logistics management
• Use the business-driven customer service model to align customer services management to business goals, and measure your progress

Customer Service Supply Chain Management offers expert guidance for managing your supply chain to deliver more innovative and profitable customer experiences.

Pioneering supply chain management experts Alexandre Oliveira and Anne Gimeno provide a comprehensive overview of the topic, detailed descriptions of each high-value approach, and modern applications and best practices proven at leading companies worldwide. Complementing theoretical texts, they offer deep knowledge of how pioneering customer service management techniques are actually applied in the field.

This book's content will be exceptionally helpful to both practitioners and students in all areas of supply chain management, customer service, and marketing, including participants in leading certification programs.

To build a truly customer-centric business, you must integrate, balance, and optimize four sets of relationships: product, customer, service, and process. By doing this, you empower your business to deliver the high-profit solutions your customers really want: personalized packages of products, services, support, education, and consulting.

Customer Service Supply Chain Management offers a complete model and blueprint for achieving these goals. Global supply chain innovators Alexandre Oliveira and Anne Gimeno show how to systematically address key issues ranging from organizational structure, governance, and strategy to day-to-day tactics and operations.

Oliveira and Gimeno help you assess where you stand now, identify gaps and priorities, and move rapidly towards greater effectiveness. They introduce realistic examples, applications, and best practices: all designed to help you translate theory into practice, and practice into profits.

USE CUSTOMER SERVICE SUPPLY CHAIN MANAGEMENT TO:

GROW SALES VOLUME:

• Increase market share
• Accelerate revenue cycles
• Reduce lost sales
• Support marketing and sales initiatives

IMPROVE CUSTOMER EXPERIENCE:

• Add customer value
• Optimize cost to serve
• Deliver the right service at the right cost

GROW MARGINS:

• Reduce cost of sales
• Improve asset management
• Balance service levels and cost structures

Alexandre Oliveira is a founding-partner at CEBRALOG (www.cebralog.com), a supply chain consultancy and training company headquartered in Brazil since 2001. Alexandre has also been President of the Brazilian Institute of Supply Chain Professionals (I.B.S.) since 2007. He offers courses for MBA programs at Business School São Paulo and is a regular contributor to seminars, conferences, and congresses.

Alexandre began his career at Procter and Gamble, where he gained executive experience in manufacturing, quality assurance, and logistics in assignment in Brazil and in Europe, but for the past 15 years, he has developed his career as consultant. Alexandre has worked as a senior consultant, trainer, and expert advisor for companies such as GE, 3M, Sony, Bayer, Pepsico, Pernod Ricard, Unilever, Avon, Adidas, John Deere, Eaton, Walmart, Motorola, and several others.

Alexandre holds a Bachelor of Arts degree in Chemical Engineering and a Master in Finance degree from the State University of Campinas (Unicamp, Brazil) and a Master of Science (Honors) degree in Logistics and Supply Chain Management from Cranfield's University School of Management, United Kingdom.

Since 2001, Alexandre has actively influenced logistics thinking in several supply chain organizations. He chaired the Logistics Committee at the American Chamber of Commerce (Amcham, Brazil, 2001- 2004), chaired the Supply Chain Committee at the British Chamber of Commerce (Britcham, Brazil, 2006-2007), and he was Regional Vice-President of former Brazilian Logistics Association (2002-2003). He has lectured in MBA courses since 2004 in top regional universities such as State University of Campinas (Unicamp) and State University of São Paulo (USP).

Alexandre has published in the International Journal of Physical Distribution and Logistics Management and coordinates the Operations and Supply Chain Academic group at LinkedIn, which currently has nearly 20,000 members (March 2014).

Anne Gimeno is a founding-partner at CEBRALOG, a supply chain consultancy and training company headquartered in Brazil since 2001. Anne has also been the Managing-Director of the Brazilian Institute of Supply Chain Professionals (I.B.S.) since 2007.

Anne began her career at Procter and Gamble, where she gained executive experience in materials planning, sales, and customer service. For the past 15 years, she has worked as a senior consultant for companies such as GE, 3M, Bayer, Pepsico, Pernod Ricard, and several others.

Anne holds a Bachelor of Arts degree in Chemical Engineering and a Master of Science (Honors) degree in Logistics and Supply Chain Management from Cranfield University's School of Management, United Kingdom. She served as the director of the former Brazilian Logistics Association (2002-2003).

Preface xii

Chapter 1 Customer Service Environment 1

Chapter 2 Customer Service Management Model 17

Customer Expectation Versus the Hired Service Level 20

Customer's Service Level Perception 22

Supplier's Process Performance 25

Customer Relationship Horizon 27

CSM Model Scenarios 36

Scenario Variations 43

Customer Service Processes 49

Pre-Transactional Elements 49

Transactional Elements 55

Post-Transactional Elements 56

Chapter 3 Customer Service Strategies 59

Example: Managing Customer Service Interactions 63

Customer Service and Planning Logistics 67

Demand Planning and Forecasting 67

Stock and Inventory Control 68

Customer Service and Synchronous Operations 69

Distribution 70

Example: Working with Synchronous

Operations 73

International Logistics 74

Customer Segmentation 77

Customer-Centric Culture 79

Customer Logistics Service Strategies 81

Business-Driven Customer Service 86

Expert's Opinion 89

Creating the "Resource-Lite" Supply Chain 89

Beyond the Carbon Footprint 89

Chapter 4 Managing the Service 93

Efficient Consumer Response 93

Vendor-Managed Inventory and Continuous Replenishment 94

Collaborative Planning, Forecasting, and Replenishment 96

CPFR Business Case 100

Current Situation 100

Operation Design 104

Project Results 123

Performance Indicators 128

Customer Service Performance Indicator Examples 139

Governance 147

S&OP Procedure: Example 150

Customer Service Cycle (CSC) 152

Chapter 5 Customer Service Organization 159

Business Case 165

Customer Logistics Positions 172

Customer Service Analyst 173

Customer Service and Logistics Manager 175

Customer Supply Chain Director 178

Bibliography 181

Index 183

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