Clase:

Gestión de la Demanda,
Pedidos y Servicio a
Clientes

Marzo 2021
Mtra. María Teresa Renán
 Agenda
1. Gestión de la Demanda, Pedidos
y Servicio a Clientes
 VII

Elementos Clave
IV
III II Pedidos
V
Almacena Procesa- Surtido y Trans-
Inventarios
miento miento empaque porte

Costos – Información – Tecnología- Gente - Indicadores VI

Cedis
Distribuidores

Proveedores Plantas C-Stores - Detalle

Almacen

Comercio organizado
 IV. Gestión de la Demanda, Pedidos
y Servicio a Clientes

1. Tipos de clientes, canales y pedidos

2. Definición y gestión de las políticas de servicio
3. Transmisión de pedidos
4. Procesamiento de pedidos y programación
5. Surtido y armado de pedidos
6. Planeación de la Demanda y Pronósticos
Colaborativos
 IV. Gestión de la Demanda, Pedidos
y Servicio a Clientes

1. Tipos de clientes, canales y pedidos

2. Definición y gestión de las políticas de servicio
3. Transmisión de pedidos
4. Procesamiento de pedidos y programación
5. Surtido y armado de pedidos
6. Planeación de la Demanda y Pronósticos
Colaborativos
Customer Service (1 of 4)
• Defined as “the ability of logistics management to satisfy
users in terms of time, dependability, communication,
and convenience.”2
• Customer service is much more difficult for competitors
to imitate than other marketing mix variables such as
price and promotion

2
Roger A. Kerin, Steve W. Hartley, and William Rudelius, Marketing, 10th ed. (Boston, MA: McGraw-Hill/Irwin, 2011),
Chapter 16.

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Customer Service (2 of 4)
• Four dimensions of customer service include:
§ Time
§ Dependability
§ Communication
§ Convenience

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Customer Service (3 of 4)
• Time
§ Refers to the period between successive events (e.g., order
cycle)
• Dependability
§ Refers to the reliability of the service encounter
§ Consists of three elements:
o Consistent order cycles
o Safe delivery
o Complete delivery

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Customer Service (4 of 4)
• Communication
§ To be effective, should be a two-way exchange between
seller and customer
§ Goal is to keep both parties informed
§ Requires correct parties to be involved in the process
• Convenience
§ Focuses on the ease of doing business with a seller

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Managing Customer Service (1 of 2)
• Four specific customer service considerations include:
§ Establishing customer service objectives
§ Measuring customer service
§ Customer profitability analysis (CPA)
§ Service failure and recovery

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Managing Customer Service (2 of 2)
• Establishing customer service objectives
§ Means by which goals are to be achieved
§ Should be “SMART”:
o Specific
o Measurable
o Achievable
o Realistic
o Timely

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Tipos de clientes, canales y pedidos y
definición de las políticas de servicio
Es importante entender que hay diferentes necesidades
de servicio en los diferentes segmentos de clientes

Para hacerlo hay que seguir los sig. pasos:

1. Clasificar a los clientes por segmento o canal
2. Desarrollar un menú de niveles de servicio
3. Identificar los niveles de servicio adecuados para
cada uno de los segmentos
Tipos de clientes, canales y pedidos y
definición de las políticas de servicio
1. Clasificar a los clientes por segmento o canal,

Considerando:
A. Uso psico-gráfico (estilo de vida)
B. Segmentación demográfica

Ejercicio:
Estas vendiendo “Marriot Vacation Club” para vacacionar.
¿Cómo agruparías a tus clientes para ofrecerles un producto
atractivo?
Tipos de clientes, canales y pedidos y
definición de las políticas de servicio
1. Clasificar a los clientes por segmento o canal,

Considerando:
A. Uso psico-gráfico (estilo de vida)
B. Segmentación demográfica
C. Segmentación basada en métricas de negocio:
• Volumen
• Rentabilidad
• Estrategia
Tipos de clientes, canales y pedidos y
definición de las políticas de servicio
1. Clasificar a los clientes por segmento o canal
Tipos de clientes, canales y pedidos y
definición de las políticas de servicio
2. Desarrollar un menú de niveles de servicio
3. Identificar los niveles de servicio adecuados para cada uno
de los segmentos
 IV. Gestión de la Demanda, Pedidos
y Servicio a Clientes

1. Tipos de clientes, canales y pedidos

2. Definición y gestión de las políticas de servicio
3. Transmisión de pedidos
4. Procesamiento de pedidos y programación
5. Surtido y armado de pedidos
6. Planeación de la Demanda y Pronósticos
Colaborativos
 Order Management
Pedidos

Procesa- Surtido y
Transmisión Entrega
miento empaque

Cedis
Distribuidores

Proveedores Plantas C-Stores - Detalle

Almacen

Comercio organizado
Order Management
• Order management refers to management of the
various activities associated with the order cycle
• Order cycle (replenishment cycle or lead time) refers to
the time from when a customer places an order to
when goods are received
• Order to cash (OTC) cycle refers to the length of time it
takes an organization to receive payment for an order
§ Some organizations include order to cash cycle in
their order management model

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Order Management
• Four stages of the order cycle include:
1. Order transmittal
2. Order processing
3. Order picking and assembly
4. Order delivery

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Order Management
1. Order transmittal
§ Refers to the time from when the customer places an
order until the seller receives the order
§ Methods of order transmittal
o In person
o Mail
o Telephone
o Fax
o Electronically

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Order Management
2. Order processing
§ Refers to the time from when the seller receives an
order until an appropriate location (i.e., warehouse) is
authorized to fill the order
§ Order processing activities include:
a. Checking for completeness and accuracy
b. Checking the buyer’s ability to purchase
c. Order entry into the computer system
d. Crediting salesperson with the sale
e. Recording the transaction
f. Determining inventory location
g. Arranging for outbound transportation
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Figure 7.1: Flowchart of Order Handling
(Order Processing) System

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Order Management
3. Order picking and assembly
§ Includes all activities from when an appropriate location
is authorized to fill the order until goods are loaded
aboard an outbound carrier
§ Often represents the best opportunity to improve the
effectiveness and efficiency of an order cycle
§ Can account for up to two-thirds of a facility’s operating
cost and time

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Order Management
• Order picking and assembly
§ Examples include:
o Handheld scanners
o Radio-frequency identification (RFID)
o Voice-based order picking
o Pick-to-light technology

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Order Management
4. Order delivery
§ Refers to the time from when a transportation
carrier picks up the shipment until it is received by
the customer

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Order Management
4. Order delivery
§ Three key order delivery issues:
o Variety of options in terms of transit time are now
available, such as delivery by 12 noon and delivery
by 4:30 p.m.
o A number of shippers are emphasizing both
elapsed transit time as well as transit time reliability
o Transportation carriers are revamping their
operations to provide faster transit times to
customers
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Muchas gracias