客户服务水平与成本的战略平衡 第2页

1.1 Customer Service
Customer service is often seen as an activity, performance measurement and a philosophy. (Defi, 2011) That is why generally speaking, one single customer service definition does not exist.     
Customer service is the provision of service to customers before, during and after a purchase. “Customer service is a series of activities designed to enhance the level of customer satisfaction—that is, the feeling that a product or service has met the customer expectation." (Cust, 2011)抄原文请+QQ324,9114  辣'文,论'文"网
Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale.
From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization.
In this thesis, customer service is discussed from the logistics perspective. Customer service is the outcome of all logistics activities or supply chain processes. Therefore, the design of the logistics system sets the level of customer service to be offered. Revenues generated from customer sales and the costs associated with the system design establish the profits to be realized by the firm. Deciding the level of customer service to offer customers is essential to meeting a firms profit objectives. (Ballou, 2008)

1.2 Customer Service Level Analysis
The percentage availability is described as the 'service level'. It might seem that the simple answer would be to achieve 100 per cent availability; but the cost of achieving this rises very steeply as the service level approaches 100 per cent. (Cust, Mar.18) There is a very clear trade-off here between customer service (level) and cost. Fortunately the indications are that, in terms of demand generated customers are not significantly affected by minor variations if there are generally high levels of availability.
1.2.1 Customer Service Elements 
From the corporate-wide perspective, customer service has been viewed as an essential ingredient in marketing strategy. Marketing has often been described in terms of an activity mix of four Ps--product, price, promotion, and place, where place best represents physical distribution. Which elements constitute customer service and just how they impact on buyer behaviour has been the focus of much research throughout the years. Because customer cannot easily identify what motivates their behaviour, precisely defining customer service will remain elusive. However, some insight can be gained through several customer surveys. (Ballou, 2008)毕业论文http://www.751com.cn/
Perhaps the most important aspect of customer or client service, in terms of delivery of a product or service, is that it should be available when and where the customer wants it. If this is not the case, an immediate sale may well be lost. More importantly, long-term sales may also have been lost if the customer were forced to change to another brand, and then decided to stay with that brand.
However, there are other elements of customer service level, one of which relates to the time it takes to meet an order (where the product is not delivered `ex-stock'). This is called the `lead time' (or sometimes the `order cycle time'). Clearly, the shorter the lead time, the better the service.
On the other hand, it is frequently the case that it is the 'reliability' of the lead time that is more important. A customer who has to arrange a number of other activities to mesh in with the delivery of the product will often prefer that the delivery date is certain—even if it is later than it might have been - rather than face uncertainty. Another important element is the response time: how long it takes a customer to find out what is actually happening to the order.

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