1. Introduction to Global Supply Chain Management Module Eight: Customer Service In The Age of Globalization

2. September 18
Class Agenda
Value Propositions, The Customer Experience & Customer Service
Internal & External Customers
Customer Service design for different business models

3. The Company’s “Value Proposition”
A Value Proposition is a combination of all the things that a company does to entice customers to purchase their products or services
Elements of a V.P. may include:
Employee knowledge & attitude
Pre-purchase service & support
Product characteristics, features & quality
Price
Purchase service & convenience

4. Value Propositions & The Customer Experience
Elements of a V.P. may include (cont.):
Sales-related policies & procedures
Delivery method & lead time
Billing accuracy
Post-purchase service & support
Product warranties
Returns policy
“Ease of Doing Business”
The Value Proposition is what drives and influences the quality of the “Customer Experience”

5. The Customer Experience
The “Customer Experience” represents the overall impression that a client has upon completing a purchase
An on-line purchase of shoes
Going grocery shopping
Buying raw materials from a vendor
The Customer Experience should be a function of the Value Proposition
The quality of the Customer Experience (output) depends on its inputs
Inputs that create outputs are a key characteristics of a process

6. The Service Component Of The Customer Experience Process
Customer Service is composed of all of the client-facing activities a company engages in before, during and after a sale
In-store sales representative
Product engineer at a client’s factory
Product installation team
Technical support via chat
1-800 telephone representative
These activities, or, “Touch Points,” must be clearly identified as part of crafting the Value Proposition & Customer Experience

7. The Service Component Of The Customer Experience Process
Each Touch Point must enhance the overall Customer Experience
Generate positive interaction
Customer service should be a reflection of “The Voice of The Client”
Identify the reasonable expectations a customer would have given the business model
Seek to surpass those expectations
The first step in that process is to identify who the customer really is
Internal & External customers

8. Internal Customers & Global Supply Chain Management
Internal customers are the departments and people in an organization that rely on colleagues to complete their portion of the Value Proposition
This concept is based on the idea that within a process (and a company), one person’s output becomes another person’s input
The service provided to internal clients always impacts the service given to external clients

9. Internal Customer Relationships & Global Supply Chain Management
Examples of internal customers include:
Purchasing professionals depend on the logistics department for timely delivery
Sales people need the accounting department to run credit checks on new customers quickly
The factory relies on the MRP group to have raw materials available for production
Everyone depends on the I.T. department to make sure all of the company’s technology works

10. Customer Service Characteristics For Internal Customers
Understand how specific outputs impact other departments & activities
Have a process oriented mind set
Anticipate and act upon issues before they happen
ALWAYS live up to commitments
Deliver bad news early

11. Customer Service Characteristics For Internal Customers
Share knowledge & experience
Don’t waste other people’s time
Be prepared for meetings
Always follow up
Timely response to s and phone calls
No voice mail, answer the phone!
DO YOUR JOB WELL!!!

12. External Customers & Global Supply Chain Management
External customers are those parties in a supply chain that actually purchase goods and/or services from a company
The expectations of external clients are driven by the nature of the product and how it is sold
In a global supply chain environment, products are bought and sold in a variety of ways
“Traditional” B2B sales
B2B on-line sales
“Traditional” retail sales
B2C on-line sales
“Omni-Channel”

13. Customer Service Design: Traditional B2B Sales
Customer Service starts with the first contact by the salesperson
The “Sales Cycle” forms a big part of customer service
Quotations/bid process through negotation, close, product delivery, billing & payment
Service levels from other departments during the Sales Cycle matter
Timely credit approval by accounting
Coordination with logistics for delivery
Technical support for installations and post installation service
Post-sale warranty, product maintenance, upgrades, etc.

14. Customer Service Design: B2B On-Line Sales
Complete and updated on-line catalogue of products
Clear prices
No hidden charges
Availability of chat support
1-800 number as option for questions
Product availability clearly stated
Mulitple delivery options
alerts with delivery updates
On-line delivery tracking

15. Customer Service Design: B2B On-Line Sales
Shipping & Customs procedures for international orders
Backorder information
alerts for backorders
Easy-to-use check out process
Add/remove items quickly from cart
Credit limit warnings
“Running tally” for purchase value

16. Customer Service Design: B2B On-Line Sales
Print options for invoices, et al
Goods delivered on time
Complete/correct orders
No damaged or missing ítems
Convenient returns policy
Invoice credit
Accurate billing

17. Customer Service Design: B2C Sales
Complete and updated on-line catalogue of products
Clear pricing
No hidden charges
Promotional/Sale items prominently displayed
Availability of chat support
1-800 number as option for questions
Product availability clearly stated

18. Customer Service Design: B2C Sales
Mulitple delivery options
Third party delivery capability
alerts with delivery updates
On-line delivery tracking
Shipping & Customs procedures for international orders
Backorder information
alerts for backorders
Easy to use check out process
Quick removal of items from cart
Fast “order review” option

19. Customer Service Design: B2C Sales
Secure credit card payment tool
Gift card payment option
Goods delivered on time
Complete/correct orders
No damaged or missing ítems
Convenient returns policy
Customer-printed shipping label functionality
Invoice credit

20. Customer Service Design: Omni-Channel
“Omni-Channel” is a practice whereby clients have multiple options for the purchase, delivery and/or return of goods
Used for B2B and B2C
Customers buy on-line with goods delivered to home or business
Customers buy on-line and pick up at store or warehouse
Customers buy at store and have goods delivered to home or business
Customer buy on line but return goods to store
Customer service has to support all of these options

21. End of Module Eight Congratulations!!!