應用行銷導向概念及服務行銷技術 改善運輸業管理

2013/9

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4 Customers Competitors Change Technology EC Other Stakeholders

() 5CustomersCompetitorsSuppliersPublicPressureGroupsTheOrganization

GlobalEconomicDemographicPoliticalSocioculturalTechnologicalGeneralEnvironmentSpecificEnvironment6

Organizational Stakeholders*3 (2011/11)*2011 *10/15 23:00, * 1:00 1. 2. 3. 4.

7Case *** 1. 2. 3. (1) (2) (3)

8Case9?!101. 2. 3. ...

() 111. 2. 3. () 1213 13CustomersDelivering consistent high quality customer service is essential for survival.InnovationDoing things differently, exploring new territory, and taking risksManagers should encourage employees to be aware of and act on opportunities for innovation.How the Managers Job Is Changing1414CustomersYou Tube Dave Carroll,

United Breaks Guitars, MVYoutubeUnited Airline

http://www.youtube.com/watch?v=5YGc4zOqozo

1515New and usefulMore efficientSolve problemBetter lifeCreate value

What is Innovation?

161. (see the invisible)2.

Richard Branson - Coffee, Tea or Me [Part 2]http://www.youtube.com/watch?v=Uqm2TTRmNpw

* Southwest Airlines

Richard BransonVirgin Group17

1718Marketing, Demand what, where, whenSupply, Channel demand fulfillment Innovation and Transform 19 () Marketing

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2021

DHLhttp://www.youtube.com/watch?v=nH1_FC1uHww Audihttp://www.youtube.com/watch?v=vv-_sfsVUms

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22 When ? Where ? How much ? Who ? How ?

-http://www.youtube.com/watch?v=5YeK7_lRcDw&feature=player_detailpage

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Coke

23 When Where How much Who Whatever Anyway, Anything How -- Coke AnytimeAnywhere Very largeEveryone Right time, right place, right quantity.2425

() : Coke

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Supply ? 26

402020T HCT27

Channel Where Demand & Supply meet?

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~1960 1961~2000 nowAPP future

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Innovation and Transform

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Systems approach:

Feedback! vs.

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Who Moved My Cheese? (Spencer Johnson)

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open mind,

Change your mindset, change your life!

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Dialogue in the dark34

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touchpoint - - Cable / - - - -

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Roadmap / Service ProviderSolution ProviderWork Hard Work Smart 37Building powerful valueUnderstanding what the customer wantsBuild the optimum mutual value propositionManaging customer value for the long-termIKEA you carry & assemble, well keep prices lowCustomer defines the value, our job is just to provide it.Try to be a customer and think what a customer wants (marketing)Sustained value through Co-creation: build your credit or a brand to create mutual value

Customer Value Management

38The Value PropositionSatisfied customer needs by segmentFocus on relationships, not on transactionsBe proactivePut a premium on flexibilityPromote transparency Manage to fairness standard39The Value PropositionLowAspirationalBest ValueAffordableAbsolute PricePerceived Value40

3 Types of Innovation

Product / Service Innovation (Samsung, Cell phone with 4 camera , easy to copy)Process Innovation (Toyota, Intel: disagree but commitment, Google: 20% rule )Business Model Innovation (iTune, tsmc, hard to copy)

41 Easy to Sell?Nice to haveMust to haveShadow cost LUXUTY Jewel / Wine /Apple

Low cost More productivity Better life (sleep)To Avoid loss of healthFace (social status)What you will pay to gain something you dont have What you will pay to avoidloss of something you haveTwo problemsEconomy going down reduce luxury costBuild the Brand (Coca cola)42 Framework for Strategic InnovationHard to copy 43 Easy to sell Nice to HaveMust to HaveShadow CostBusiness ModelInnovation tsmcAppleProcessInnovation ToyotaIntel Product Innovation Pretty woman

SAMSUNG

43Importance of Shadow CostEasy to create powerful value that people will pay without painCosmetics for womenEducation for childrenElderly care / personal health managementEntertainment44Rockwater Rockwaters Strategic Objectives

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Rockwaters Strategic Objectives ()

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47How Rockwater Fulfills Customer Needs

48Building a Balanced ScorecardPreparationInterviews: First RoundExecutive Workshop: First RoundInterviews: Second RoundExecutive Workshop: Second RoundExecutive Workshop: Third RoundImplementationPeriodic Reviews

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() () () 51Decide, Discover, Deliver!

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A6363B

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6667() Moment of truth!

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70V1 ()V2V3V4 ()V5V6V7V8V9V10V11V12V13V14V15V16 71V17V18V19V20 V21V22V23 V24V25V26 V27V28V29 V30V31V3272V33V34V35V36V37V38V39V40V41V42 () V43V44V45V46V47V48V49V50V5173V16 () V3 () V6 ()V7 () V8 ()V10 () V11 ()V12 () V13 () 74 V17 ()V20 () V22 () V24 () V29 () V31 () 75

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8687

20079Customer Satisfaction Surveys -8788

1.Return on Capital2.Cash Flow3.Project Profitability4.Reliability of Performance

1.Continuous Improvement2.Product and Service Innovation3.Empowered Work Force

1.Value for Money (Tier I)2.Competitive Price (Tier II)3.Hassle-Free Relationship4.High-Performance Professionals5.Innovation

Strategy

1.Shape Customer Requirement2.Tender Effectiveness3.Quality Service4.Safety/Loss Control5.Superior Project Management

Customer

Growth

Financial

Internal

Return-on-Capital-EmployedCash FlowProject ProfitabilityProfit Forecast ReliabilitySale Backlog

% Revenue form New ServicesRate of Improvement IndexStaff Attitude Survey# of Employee SuggestionsRevenue per Employee

Pricing Index (Tier II Customer)Customer Ranking SurveyCustomer Satisfaction IndexMarket Share (Business Segment, Tier I Customer, Key accounts)

Hours with Customer on New WorkTender Success RateReworkSafety Incident IndexProject Performance IndexProject Closeout Cycle

Customer Perspective

Innovation and Learning Perspective

Financial Perspective

Internal Business Perspective

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