1、LOGISTICS ENGLISH,Lecturer: Junjun WEI AUG 2011,Chapter 2 Customer Service,Text 1 What is Customer Service Dialogue 1 Delay of DeliveringText 2 How to Improve Customer Service Level Dialogue 2 Making a Complaint,Text 1 What is Customer Service,New Words and Phrasesdelivery n. 交付，递送 internal adj. 内部
2、的 external adj. 外部的 wholesaler n. 批发商 retailer n. 零售商 stimulate v. 刺激，鼓舞 manufacturer n. 生产商，制造商,Text 1 What is Customer Service,New Words and Phrasessupplier n. 供应商 availability n. 有效性，可利用的 element n. 元素，成份 exceed v. 超出，超越 undertake v. 着手，履行 process n. 过程，进展 utility n. 效用,Text 1 What is Customer Se
3、rvice,New Words and Phrasesoutput n. 产出 supply chain 供应链 end-user 终端用户 down-stream enterprises 下游企业 after-sales service 售后服务 value-added service 增值服务,Text 1 What is Customer Service,【Part 1】What is Customer?（什么是客户？）In logistics system, the term customer means the object of delivery, or simply speaki
4、ng, persons or units that receive the goods. In practice, it can be considered as being composed of two parts -internal and external customers. The internal customers involve persons or departments within a firm. In contrast, external customers, in the supply chain, range widely from wholesalers, re
5、tailers, end-users to other down-stream enterprises. Whoever the customers are, their demand for logistics service acts as a driving force that stimulates the development of logistics.,Text 1 What is Customer Service,1In logistics system, the term customer means the object of delivery, or simply spe
6、aking, persons or units that receive the goods.在物流系统中，“客户”一词是指递送服务的对象，简单来说就是接受货物的个人或单位。2In contrast, external customers, in the supply chain, range widely from wholesalers, retailers, end-users to other down-stream enterprises.相反而言，外部客户分布于供应链各个部位，从批发商、零售商到最终用户或其他下游企业。,Text 1 What is Customer Service
7、,3Whoever the customers are, their demand for logistics service acts as a driving force that stimulates the development of logistics.不论客户是谁，他们对物流服务的需求驱动刺激着物流业的发展。,Text 1 What is Customer Service,【Part 2】The Definition of Customer Service（客户服务的定义）Customer service is normally defined as the service pr
8、ovided to the customer from the time the order is placed till the order is delivered. In fact, it is much more than this. It contains every aspect of the relationship between the manufacturer, supplier and customer. Under this definition it includes price, product range on offer, after-sales service
9、, product availability, in other words, the total activity of servicing the customer.,Text 1 What is Customer Service,Customer service is normally defined as the service provided to the customer from the time the order is placed until the order is delivered.客户服务通常被定义为从下订单开始到订单履行结束期间为客户提供的服务。Under th
10、is definition it includes price, product range on offer, after-sales service, product availability, in other words, the total activity of servicing the customer. 在这种解释下，客户服务包括价格和产品的变化、售后服务以及产品的可得性，换言之，就是服务客户的所有活动。,Text 1 What is Customer Service,【Para 3】Two Elements of Customer Service（客户服务的种类）Almos
11、t no company provides all its customers with the same level of customer service. The service contains two major elements-basic service and value-added service. Basic service refers to the basic level delivered to all customers, whether less profitable or most profitable, they should receive service
12、not lower than this level.,Text 1 What is Customer Service,In addition to basic service, firms sometimes offer extra service such as personal package to certain customers, who are considered as key customers by the firm. Such service exceeding the basic level is called value-added customers. Once th
13、e firms decide to provide value-added service for customers, they are immediately involved in the activities of customizing. Of course, firms have to undertake basic service promise before engaging in value-added service.,Text 1 What is Customer Service,Almost no company provides all its customers w
14、ith the same level of customer service.几乎没有公司为所有客户提供单一的服务水平。Basic service refers to the basic level delivered to all customers, whether less profitable or most profitable, they should receive service not lower than this level. 基本服务是指提供给所有客户的基本服务水平，无论利润微薄还是丰厚，客户都应得到不低于该水平的服务。,Text 1 What is Customer
15、Service,In addition to basic service, firms sometimes offer extra service such as personal package to certain customers, who are considered as key customers by the firm.除了基本服务，对于公司的某些关键客户，公司为他们提供诸如个性化包装等的额外增值服务。Of course, firms have to undertake basic service promise before engaging in value-added s
16、ervice.当然，公司必须在提供增值服务之前履行基本服务的承诺。,Text 1 What is Customer Service,【Part 4】The role of Customer Service（客户服务的作用）In the process of logistics integration customer service plays a significant role. Logistics system, with functions of transportation, warehousing and other associated activities, creates t
17、ime and place utility for products. It tries to ensure that the customers receive the right product in the right place, at the right time, in the right condition, and at the right price. Besides, a customer can not be satisfied unless he obtains an on-time and accurate delivery which can only be pro
18、vided by perfect logistics system. Customer service is thus considered as the output of logistics system.,Text 1 What is Customer Service,Logistics system, with functions of transportation, warehousing and other associated activities, creates time and place utility for products. 物流系统通过运输、仓储及其他相关活动的运
19、作为产品创造了时间和空间效用。,Dialogue 1 Delay of Delivering,（Mr.Wang bought a TV in Dajin Electric Appliance Company just now. Mary is a clerk of Customer service department. Now he is in the Customer service department） Wang：Heres a TV Set I have just bought here. Will you deliver them for me? Mary：All right. W
20、e render the service of delivering goods to customers house. Please fill in the delivery form with your address, telephone number and the time when you are in.,Dialogue 1 Delay of Delivering,Wang：Where shall I sign? Mary：Right here, above the dotted line, please. （Today is the deliver time.） Mary：Go
21、od afternoon. Customer service department. Can I help you? Wang：Good afternoon. This is Mr. Wang. I ordered a TV two days ago, June 12th. Its already five oclock and it hasnt arrived yet.,Dialogue 1 Delay of Delivering,Mary：Im really sorry, sir. It might have been on the way to your place. Ill check
22、 it immediately. Can I have your full name, address and phone number?Wang：Yes. Wang Xinguo, number 419 Hongqiao Road. My telephone number is 13656785678.Mary：Thank you, sir. Ill check it with our delivery department and call you back as soon as possible.Wang：All right, Ill be waiting for your call.,
23、Dialogue 1 Delay of Delivering,(Five minutes later) Wang：Good afternoon. This is Wang Xinguo. Mary：Good afternoon. This is customer service department. I must apologize, sir. Due to the traffic jams, we cant make the delivery of your goods today.,Dialogue 1 Delay of Delivering,Wang：Really? I find it
24、 hard to believe. I have already been waiting for nearly a whole day!Mary：Im awfully sorry about it. Please accept our sincere apologies. Is tomorrow morning convenient for you? Well be glad to make arrangements to send it again.Wang：OK.Mary：I assure you it wont happen again.,Dialogue 1 Delay of Del
25、ivering,New Words and Phrasesdeliver v. 交付，递送 render v. 给予，提供 check v. 查询，核对 awfully adv. 非常，十分 arrangement n. 安排,Dialogue 1 Delay of Delivering,New Words and Phrasesassure v. 保证 fill in 填写 due to 由于，因为 traffic jam 交通堵塞 make the delivery of 交货,Dialogue 1 Delay of Delivering,Notes1We render the servi
26、ce of delivering goods to customers house.我们提供送货到家服务。2Due to the traffic jams, we cant make the delivery of your goods today.由于交通堵塞，我们今天无法送货。3Well be glad to make arrangements to send it again.我们非常乐意再为您安排送货。,Dialogue 1 Delay of Delivering,ExercisesOral Practice: practice the above dialogue with your
27、 partner until you can learn the lines by heart.,Text 1 What is Customer Service, Fill in the blanks with the following words in the box. 1Transportation, by moving goods from one place to another place, creates_ for products. 2To satisfy customers with special taste, manufactures have to provide _
28、services.,available personal output analysis external customers retail demand place utility response convenient,Text 1 What is Customer Service,3In the supply chain, _ may contain wholesalers, retailers and end-users. 4There is a great _ for foreign investment in the western part of China. 5We shoul
29、d make an _ of products, depending on who use them and how they are used. 6We must distribute the products to as many places as possible so that our customers find it _ to get them.,Text 1 What is Customer Service,7Customer service is considered as the_ of logistics system. 8The key point in distrib
30、ution is whether the product is _ where the customer wishes to consume it. 9One of the basic tasks of a logistics analyst is to determine customer _ to service. 10Generally speaking, soap can be found in a _ shop.,Text 1 What is Customer Service, Translate the following sentences into Chinese. 1The
31、level of customer service a firm offers not only determines whether existing customers will remain customers, but how many potential customers will become customers. 2Many companies report that most profitable customers are not their largest customers, but their mid-size customer.,Text 2 How to Impr
32、ove Customer Service Level,New Words and Phrasesurgency n. 紧急，紧迫 fiercely adv. 强烈，极度地 competitive adj. 竞争的 retain v. 保留，维持 formation n. 形成 implementation n. 执行，落实,Text 2 How to Improve Customer Service Level,superior adj. 优秀的 contradiction n. 矛盾 ultimate adj. 最终的 simultaneously adv. 同时的 imply v. 暗示，
33、包含 frequent adj.频繁的 multiple adj.多样的 identify v. 确认 characterize v. 以为特征 process n. 过程，工序 similarity n. 相似处，相似点,Text 2 How to Improve Customer Service Level,preference n. 偏爱 achieve v. 完成，达到，实现 competitor n. 竞争者 sector n. 环节 interact v. 互相作用，互相影响 negatively adv. 否定地 calculate v. 计算 formula n. 公式 var
34、iable adj. 可变的,Text 2 How to Improve Customer Service Level,a great array of 大量的 result from 发生，引起 result in 致使，导致 take into account 对加以考虑 fall into 分类 market-driven 市场驱动,Text 2 How to Improve Customer Service Level,【Part 1】Urgency of improving customer service（提高客户服务的紧迫性）In todays fiercely competit
35、ive market, customers face a great array of products and brand choices, prices and supplier. Many firms find it extremely difficult to retain existing customers and to create new customers. Though not every purchase depends on the formation of relationship between the firms and their customers, many
36、 actually do. Higher level of customer service resulting from improved logistics system can greatly benefit the implementation of market strategy. Therefore, the managers are now going all out to improve their logistics system to deliver superior customer service.,Text 2 How to Improve Customer Serv
37、ice Level,1In todays fiercely competitive market, customers face a great array of products and brand choices, prices and supplier.在今天激烈竞争的市场，客户面对大量的产品、品牌、价格和供应商可供选择。2Higher level of customer service resulting from improved logistics system can greatly benefit the implementation of market strategy.完善
38、的物流系统带来的高水平物流服务能够极大地促进市场战略的实施。,Text 2 How to Improve Customer Service Level,3Therefore, the managers are now going all out to improve their logistics system to deliver superior customer service.因此，经理们都在尽其所能完善他们的物流系统以提供优质的物流服务。,Text 2 How to Improve Customer Service Level,【Part 2】Contradiction betwee
39、n the service level and cost（服务和成本之间的矛盾）Firms ultimate goal is to gain profits, not sales, so both level and cost have to be taken into account. Higher level of customer service usually results in increased cost. No logistics system can maximize service and minimize logistics cost simultaneously. Ma
40、ximum customer service implies large inventory, frequent transportation and multiple warehouses, all of which raise logistics cost. Minimum logistics cost means least-cost transportation, low stock levels and few warehouses.,Text 2 How to Improve Customer Service Level,Firms ultimate goal is to gain
41、 profits, not sales, so both level and cost have to be taken into account.公司的最终目标是获得利润的增长，而不是销售量，因此服务水平和成本必须考虑。No logistics system can maximize service and minimize logistics cost simultaneously.没有任何一个物流系统能同时做到服务水平最高和成本最低。,Text 2 How to Improve Customer Service Level,Maximum customer service implies
42、 large inventory, frequent transportation and multiple warehouses, all of which raise logistics cost.物流服务最大化意味着大量的库存、频繁多次的运输以及多样化的仓库，所有这一切都会增加物流成本。,Text 2 How to Improve Customer Service Level,【Part 3】Identifying customers needs（确定客户需求）The start point is to study what the customers require. It is im
43、portant to remember that no two customers will ever be exactly the same in terms of their service requirements. However, it will be the fact that the customers will fall into groups which are characterized by a similar service needs. A three-stage process is suggested here as follows：,Text 2 How to
44、Improve Customer Service Level,Identify the key parts of customer service as needed by customersEstablish the relation of those service parts to customersIdentify group of customers according to similarity of service preferences,Text 2 How to Improve Customer Service Level,It is important to remembe
45、r that no two customers will ever be exactly the same in terms of their service requirements.重要的是没有两个客户的需求完全一However, it will be the fact that the customers will fall into groups which are characterized by a similar service needs.然而，在实践中我们必须按照相似的客户需求将客户分类。 。,Text 2 How to Improve Customer Service Le
46、vel,【Part 4】Defining customers service objective（评价客户服务目标）The purpose of logistics strategy is to provide customers with the level and quality of service that they require at less cost. In developing a market-driven logistics strategy the aim is to achieve perfect service in a cost-effective way. Th
47、e firm must research the relative importance of these service output. The firm must also take into account competitors service standards. It will normally want to offer at least the same service level as competitors service standards. But the objective is to maximize profits not sales. The firm has to look at the cost of providing higher level of services. Some companies offer less service and charge a lower price. Other companies offer more service and charge a higher price. The firm ultimately establishes right objectives to guide its planning.,
