Практика Shadowing: The Power of Logistics | Terry Esper | TEDxOhioStateUniversitySalon - Изучайте разговорный английский с YouTube
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Good evening.
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Thank you.
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So by a show of hands,
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how many of you are online shoppers?
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Almost everyone.
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In fact, I guess the better question would be how many of you are not online shoppers,
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especially in 2019.
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Well, I've got a scenario for you.
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So you've purchased something online and you were promised two-day delivery
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and sure enough within two days or less your package arrives at your home,
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it is exactly what you purchase and it is exactly in the condition that you expected it to be in.
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How does that make you feel?
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It's a pretty satisfactory experience, right?
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Well that feeling of satisfaction that many of us experience several times a week,
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sometimes four to five times a week.
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That feeling of satisfaction, that's what I study as a professor here at Ohio State in the Fisher College of Business.
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Essentially, my research can be represented by this photo.
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I study home delivery logistics,
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and in particular, I focus on people like her,
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this consumer that is clearly satisfied with this delivery service.
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My research focuses on how we can better satisfy customers through home delivery services.
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In fact, I do a ton of research
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that focuses on her expectations to get an understanding of what she expects in terms of delivery services
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and how companies can best design their logistics infrastructures in order to meet those expectations.
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I've been interested in this topic for a very long time.
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I started my career working for a big retail organization
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when we started our first online retail store
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and in fact my first opportunity with the company was to develop its first home delivery logistics infrastructure
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so I've been involved with this for a very long time
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but I've got a secret to tell you about this work
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that I do I think it's interesting and I enjoy it
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but my secret to be honest with you I've struggled with
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connecting with the work in a really deep level here's an example I've got a friend
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that does research on diversity and inclusion within corporate organizations.
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And as an African-American woman who worked in a corporate environment before she became an academic,
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her research is an extension of who she is as an individual.
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I've got a friend that does research on entrepreneurship,
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and she grew up in an entrepreneurial family that had a family-owned business,
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and she worked in that business as a child.
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So her research on entrepreneurship is an extension of who she is as an individual.
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I've got a friend that does research on consumers that have undergone significant body transformations.
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And she herself has traveled an interesting journey and has lost a considerable amount of weight along that journey.
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And so her research is an extension of who she is as an individual.
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And for me, I do research on logistics.
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It's interesting.
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But to be honest with you,
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I really struggled with the connection to the work as it
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relates to it being a part of who I am as an individual.
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Well you know, that all started to change for me and it started to change around mid-October of last year.
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I was reading a series of articles about one of this country's great business organizations, Sears.
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It was mid-October 2018 and Sears had recently declared bankruptcy.
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And so because of that there were a series of articles about Sears that were dominating the business press.
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And so I was thumbing through those articles and I got intrigued
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and essentially snatched by a few headlines that really captured my attention.
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Like this one from the Washington Post that talked about Sears
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and their radical past as it relates to servicing customers during the era of Jim Crow,
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which was the time in this country that was plagued by racism and discrimination.
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Or there was this headline from the New York Times
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that talked about Sears putting black customers first and making them a priority.
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As an African American that captured my attention
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and I read more about what it was about Sears that made them so groundbreaking at that time.
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And I learned some really interesting things.
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It was Sears and their home delivery services
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that provided African Americans in this country with a way to
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shop where they did not have to be subjected to racism and discrimination.
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That was a light bulb moment for me.
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It was something that connected to me personally.
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I went back to the times when I shopped with my grandmother in downtown retail stores,
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even as a child.
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We used to have to put on our Sunday best to go to these stores
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because we needed to project to those retailers that we belonged there
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and that we could afford the things that they sold us.
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But even as a child,
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I was very aware of a difference in my grandmother.
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I could sense that there was no joy in her during this time.
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In fact, I sensed fear.
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But then I recalled when she would get packages delivered to her home from Sears,
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and the excitement and the joy.
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Now I used to think that she was excited because she was getting a package delivered to her home.
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But after reading these articles,
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I stopped, I paused, and I was thinking about whether or not,
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the joy that she experienced was not because she was getting a package,
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but because she was getting a package that allowed her to maintain her dignity.
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Well that connected to me personally,
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and at that moment I started to feel
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that my connection to logistics was starting to unfold in a very interesting and insightful way for me as an individual.
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So I started to explore other things that have inspired me throughout my life
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that have a a heavy dose of logistics associated with them.
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Like this gentleman, this is an artist's rendering of a gentleman by the name of Henry Brown.
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In fact, he's more affectionately referred to as Henry Box Brown.
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Now the interesting story about Henry Box Brown is that he was born a slave in the state of Virginia.
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But in order to get to freedom,
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he literally put himself in a wooden crate and shipped himself using logistics to freedom.
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In 1849, he climbed into a box and shipped himself to Philadelphia in order to be free.
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It took 27 hours and seven changes in logistics and transportation modes.
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So Henry Box Brown, for those of us who speak logistic vernacular,
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he was an intermodal shipment.
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But it was the fact that he shipped himself from slavery to freedom using logistics.
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That was a connection for me.
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Or this photo.
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Many folks see this, oh,
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that's Rosa Parks, mother of the Civil Rights Movement.
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And that's true.
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Rosa Parks was the mother of the Civil Rights Movement.
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It was the Montgomery bus boycotts that triggered the Civil Rights Movement
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and the era that was essentially responsible for my ability to be here today.
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Well, a lot of people know Rosa Parks and Dr. Martin Luther King as the heroes of the Civil Rights Movement,
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but there were a lot of unsung heroes.
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For example, this gentleman, a gentleman by the name of Rufus Lewis.
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Now what's significant about Mr. Lewis is that he was a logistician.
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And it was his logistics expertise
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that developed an entire logistics ride share infrastructure in the city of Montgomery
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that allowed African Americans to have an alternative way of getting to and fro and getting access to products and services.
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And it was that logistics infrastructure that allowed them to boycott the Montgomery bus system.
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Now, a lot of times when we think about the Montgomery bus boycotts,
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we think a week, a month.
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The Montgomery bus boycotts lasted for 381 days.
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And it was that boycott that triggered the civil rights movement.
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But that boycott would not have been possible had it not been for the logistics expertise of someone like Mr. Rufus Lewis.
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And well, there's this example, the Green Book.
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Many of you may have heard of the Green Book was just an Academy Award winning movie?
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Well, you know, the Green Book was a reality.
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The Green Book was a directory that was printed for African Americans to utilize when they traveled along U.S highways.
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It was a booklet that had a list of stores
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and gas stations and restaurants and lodging locations
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that were welcoming to African Americans because not all of them were at that time.
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I'm a product of the Great Migration.
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I was born and raised in a state north,
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directly north of Ohio, but my family has its roots in Mississippi and Tennessee.
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So as a product of the Great Migration,
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this period of time when it was suggested that somewhere between five
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and six million African Americans migrated from the south of this country and went to the northeast,
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the midwest, and the west,
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it was during the Great Migration that the the green book became like a Bible.
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But what's interesting about the green book is
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that it was not only just a directory of companies that were welcoming to African Americans,
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but it was a logistics planning document.
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Because from what I've been told,
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African Americans at
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that time would dare not get on the road without developing an entire plan as to where they could go,
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where they couldn't go, where they could stop,
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and how far they could get before they needed to lodge,
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before they needed to get gas.
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So these were important logistics plans
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that were developed before they would ever hit the road to go from the south to the north.
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And these, interestingly enough, are,
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all of these stories are a part of me.
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These were things that have inspired me my entire life.
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I'm a product of these stories.
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And as I went along this journey,
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I realized that I no longer have to envy my friend that does research on diversity and inclusion.
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I no longer have to envy my friend that does research on entrepreneurialism because for me,
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logistics is personal.
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It is something that has been given to me as a gift
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when I think of the shoulders that I have been able to stand on as a professor here at Ohio State.
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So I had a light bulb moment when I realized
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that the work that I do is not something that's just interesting to me,
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but it's something that's a part of me.
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Because had it not been for logistics capabilities and skills,
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I may not have had the opportunity to be here today.
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But I also had to rethink about logistics and see it as something that's quite powerful.
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So when we talk about the fundamentals of logistics,
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we talk about things like time and place utility,
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and that logistics is about getting products to where they need to be
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so that consumers can have access to the things they need to live.
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And that's great from a corporate perspective.
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And that's a really, really,
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really important part of business.
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But the reality is that logistics can be so much more.
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It might actually be something that can help someone gain their dignity.
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Logistics could actually be something that could give someone access to a better life.
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And it could even be something that could potentially spark a movement.
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So for me, I have had to travel this journey
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and it has been a wonderful journey for me to connect to logistics.
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And so for those of us in the room that do work that's associated with logistics and supply chain,
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and I know there are many of us here tonight,
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I would challenge all of us to really think about the work that we do.
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Make it personal.
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Find the links between who you are and what logistics offers to the world.
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But not only that, see it as powerful because the work
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that we do has the ability to unlock so much more than just getting a package to a door.
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So now when I do my research and focus on consumers like her,
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I'm not only thinking about the delivery process and the product that's in the box,
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but I'm thinking about what we're actually providing to customers.
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Because what we might be providing,
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it could be just a product in the box,
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but it could also be dignity.
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It could also be a door to a new opportunity.
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And so for all of us in the room tonight that do work in logistics,
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let's accept the challenge to not only think about product to door,
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but think about providing the world with dignity and access to a better life.
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Thank you.
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Bye.
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В этом видео, представленном на TEDxOhioStateUniversitySalon, профессор Терри Эспер делится своими изучениями в области логистики домашней доставки. Он поднимает важные вопросы о том, как удовлетворить ожидания клиентов в рамках современного онлайн-шопинга. Это тема, которая затрагивает не только бизнес-процессы, но и чувства и удовлетворение потребителей. Как онлайн-покупки становятся все более популярными, понимание того, как клиенты воспринимают качество доставки и общую удовлетворенность, становится крайне важным для компаний.
Топ-5 фраз для повседневного общения
- “Как вы себя чувствуете, когда ваш пакет доставляется вовремя?” - Вопрос о удовлетворении от услуг.
- “Логистика – это больше, чем просто доставка.” - Примерный переход к глубокому пониманию логистических процессов.
- “Как ожидания клиентов влияют на бизнес?” - Темы для обсуждения в сфере бизнеса и маркетинга.
- “Я изучаю, как улучшить услуги доставки.” - Хорошая фраза, чтобы начать разговор о карьере в логистике.
- “Общение – ключ к пониманию потребностей клиента.” - Важный вывод о взаимодействии в бизнесе.
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