服务利润链(香港中文大学 Jianmin Jia)

1ProfessorJianminJiaService-ProfitChain服务利润链2如何把一个企业做强？员工和顾客应该成为管理层考虑问题的核心所在。Intheneweconomicsofservice,frontlineworkersandcustomersneedtobethecenterofmanagementconcern.既强调市场也强调运营的组织几乎是战无不胜的。Organizationsthatachievebothmarketandoperatingfocusarenearlyunbeatable.Powerfulservicefirmsemployaquantifiablesetofrelationshipsthatdirectlylinksprofitandgrowthtonotonlycustomersatisfactionandloyalty,buttoemployeesatisfaction,loyalty,productivity.Customer&EmployeeFocus以顾客和员工为中心3ThePerformanceTrinity绩效三位一体领导和管理Leadershipandmanagement价值和文化Valuesandculture愿景和战略VisionandStrategy“Weexpectthatgood-to-greatleaderswouldbeginbysettinganewvisionandstrategy.Wefoundinsteadthattheyfirstgottherightpeopleonthebus,thewrongpeopleoffthebus,andtherightpeopleintherightseats–andthentheyfiguredoutwheretodriveit.”(JimCollins)4Inrecentyears,physicalassetsaccountingformostofthebookvalueofcorporationshavefallentoaroundone-thirdofmarketvalue.大多数公司的有形资产占它们市场价值的１/3.Theseintangiblescomprisesuchfactorsasbrands,information,technology,customerrelationships,thequalityofemployees,andqualityofanorganization’sleadershipandadministration.无形资产包括品牌、信息、技术、客户关系、员工质量、组织领导和管理的质量.IntangibleAssets无形资产5Service-ProfitChain服务利润链向顾客提供的服务价值ValueofServicesProvidedtoCustomers顾客满意CustomerSatisfaction利润和增长ProfitandGrowth高质量支持服务和政策High-QualitySupportServicesandPolicies满意、忠诚及生产率高的员工Satisfied,LoyalandProductiveEmployeesCustomers顾客Employees员工顾客忠诚CustomerLoyalty6•Customerloyaltyandcommitmentaretheprimarydriversofgrowthandprofitability.•Customerloyaltyandcommitmentemanatefromcustomersatisfactioncomparedtocompetition.•Customersatisfactionresultsfromtherealizationofhighlevelsofvaluecomparedtocompetition.•Valueiscreatedbysatisfied,committed,loyal,andproductiveemployees.•Employeesatisfactionresultsfromseveralfactors:–the“fairness”ofmanagement,–thequalityofone’speersintheworkplace,–theopportunityforpersonalgrowthonthejob,–capability,thelatitudewithinlimitstodeliverresultstocustomers,–levelsofcustomersatisfactionachievedincustomer-facingjob,and–monetarycompensation.DriversofService-ProfitChain服务利润链的驱动力7LinksintheServiceProfitChain服务利润链链接顾客满意CustomerSatisfaction顾客忠诚CustomerLoyalty收入增长RevenueGrowth盈利能力Profitability内部服务质量InternalServiceQuality员工满意EmployeeSatisfaction员工保留EmployeeRetention员工生产率EmployeeProductivity外部服务价值ExternalServiceValue运营战略与服务传送系统OperatingStrategyandServiceDeliverySystemworkplacedesignjobdesignemployeeselectionanddevelopmentemployeerewardsandrecognitiontoolsforservingcustomersserviceconcept:resultsforcustomersservicedesignedanddeliveredtomeettargetedcustomers’needsRetentionRepeatbusinessreferral8Case1:SouthwestAirlines西南航空•Startedbyconcentratingonservingintrastate,no-frillscommutersinTexas.–Nowexpandedtoserve58cities•Experienced30straightyearsofprofits–Yieldedanaverage35%annualreturntoinvestors–Thenation’sfourth-largestdomesticcarrier•“Less-for-much-less”positioning–Averageflighttime=1hour&one-wayfare=$84–onlymajorshorthaul,low-fare,high-frequency,point-to-pointcarrier–Lowpricesbynotservingmeals(justpeanuts),notassigningseats(firstcome,firstserved),andnotusingtravelagents.•Customervalueandemployeesatisfaction–Dependable,frequent,andfriendlyserviceatalowprice–Itse-mail-basedclick‘nsaveprogramhas2.7millionsubscribersforreceivingspecialfareoffers–It’seasiertogetintoHarvardthantobehiredbySWA(4%acceptancerate)–Awardsforbeston-timeservice,bestbaggagehandling,andbestcustomerservice–Cheerfulemployeesgooutoftheirwaytoamuse,surprise,orentertainpassengers(e.g.,introducingthemselvestooneanother,thenhug,thenkiss,thenproposemarriage)–ProfitSharingandStockPurchasePlanforSWAEmployees–“SouthwestAirlinesgivessecuritytoitsemployees,andsecuritybreedsloyalty”“Funloving,casualairline”9RankingsofEightLargestUSAirlinesforRevenue,Profit,On-TimeArrival,andCustomerServiceComplaints(1995)Revenue(inbillions)0246810121416AmericanDeltaNorthwestUnitedUSAirTWAContinentalSouthwestDollarsProfitasa%ofRevenue-10123456AmericanDeltaNorthwestUnitedUSAirTWAContinentalSouthwestPercentOn-TimeArrivals7072747678808284AmericanDeltaNorthwestUnitedUSAirTWAContinentalSouthwestPercentCustomerComplaintsPer100,000Passengers00.20.40.60.811.21.4AmericanDeltaNorthwestUnitedUSAirTWAContinentalSouthwestSW=25minuteturnaroundOthers=55minutes10Case2:AmericanExpress美国运通•AmericanExpressisaglobaltravel,financialandnetworkservicesprovider–employingover75,000peopleworldwide,andofferingproductsandservicesinmorethan200countries.•Personalservice–Cards,financialservices,travelandentertainment•Businessservice–Smallbusinesses,corporations,andmerchants•SegmentationofCards:Green,gold,platinum,andcorporatecards–AEChargeCards:Paidinfulleachmonth–OptimaCreditCards:Paidovertimeorpaidinfulleachmonth–CashRewardsCards,AirlineRewardsCards(Delta),HotelRewardsCards(Hilton)–StudentandSeniorCards–PrepaidCards–TheCenturionCard:“TheBlackCard”-$150,000inannualspendingand$2,500annualfee–roomupgrade,firstclassseats,andbonusmiles…•AEisoneofthefirstcompaniesimplementingprivacyprinciplesontheInternet.–