service marketing strategy. essentials of service marketing
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Essentials of
Service Marketing
Service from the
heart
R. ANANG T INOSAPUTRA
THE 6TH CORE ELEMENTS OF ECS
CO
RE 1 minds
etABUNDANT GENEROSITY
GENUINE COMPASSION
THE ‘CAN DO’ SPIRIT
EAGERNESS TO LEARN AND GROWTAKE PERSONAL RESPONSIBILITYSEE THE WORLD FROM THE CUSTOMER POINT OF VIEW
CO
RE 2 toolse
tEXCELLENT PRODUCT AND SERVICEEFFICIENT DELIVERY SYSTEMCOMPETENT AND WELL-TRAINED PEOPLEUSER-FRIENDLY POLICIES AND PROCEDURESCOMPREHENSIVE FEEDBACK SYSTEMA SYSTEM FOR CONTINUOUS IMPROVEMENTEFFECTIVE ORGANIZATIONAL SYSTEM
CO
RE 3 value
dimensionSTAFF ATTITUDERELIABILITYSPEEDPHYSICAL APPEARANCEVALUE OF MONEYFLEXIBILITYPERSONAL ATTENTION
CO
RE4 corporate
cultureSERVICE PHILOSOPHYNEW STAFF RECRUITMENTNEW STAFF ORIENTATIONTRAINING AND DEVELOPMENTREWARD AND RECOGNITIONAPPRAISALS AND PROMOTIONCOMPANY SOCIAL EVENTINTERNAL COMMUNICATIONMANAGEMENT AND STAFF
INTERACTIONPHYSICAL ATMOSPHERE AND
AMBIENCESTAFF SUGGESTIONS SCHEMESMANAGEMENT ROLE MODELINGBRAND MANAGEMENTCULTURE MANAGEMENT
CO
RE 5 customer
relationshipONE SHOT DEAL
TRANSACTION
SATISFACTION
POWERFUL RELATIONSH
IP
RELIABLE RELATIONSHI
P
CO
RE 5 customer
relationship
The Customer Pyramid
PLATINUM
GOLD
IRON
LEAD
Which segment sees high value in our offer, spends more with us over time, costs less to maintain, and spreads positive word-of-mouth?
Which segment costs us in time, effort and money but does not provide the returns we want? Which segment is difficult to do business with?
POOR-RELATIONSHIPCUSTOMERS
GOOD-RELATIONSHIP CUSTOMER
CO
RE6 recovery
40%
30%
30%
LAYANAN PERUSAHAAN
LAYANAN MANAJEMEN
PELANGGAN
SUMBER KEGAGALAN LAYANAN
CO
RE6 recovery
The 5th Recovery Credos
1. Problems can be good for you.
2. Make it easy for customers to
complain. 3. Why do customer bother to complain?
4. When things go wrong, use emphaty
and be specific with your follow-up
action plan. 5. They bounced back when they are
satisfied.
THE 6TH CORES ELEMENT OF EXCELLENT CUSTOMER SERVICE
MINDSET
TOOLSET
VALUE DIMENSION
CORPORATE CULTURE
CUSTOMER RELATIONSHIP
RECOVERY
MODEL SERVQUAL
HARAPAN PELANGGAN
WILL EXPECTATIONTNGKAT KINERJA YANG DIPREDIKSIKAN ATAU DIPERKIRAKAN OLEH KONSUMEN AKAN DITERIMA, BIASANYA BERDASARKAN INFORMASI SEBELUM TRANSAKSI.
HARAPAN PELANGGAN
SHOULD EXPECTATIONTIINGKAT KINERJA YANG DIANGGAP SUDAH SEPANTASNYA DITERIMA OLEH
KONSUMEN.
HARAPAN PELANGGAN
IDEAL EXPECTATIONTIINGKAT KINERJA TERBAIK YANG DIHARAPKAN DAPAT DITERIMA OLEH KONSUMEN.
KRITERIA KUALITAS JASA YANG DIKATEGORIKAN EXCELLENT
PROFESSIONALISM AND SKILL
ACCESSIBILITY AND FLEXIBILITY
RELIABILITY AND TRUSTWORTHINESS
RECOVERY
ATTITUDES AND BEHAVIOR
REPUTATION AND CREDIBILITY
OUTCAME
RELATED
CRITERIA
IMAGE RELATE
D CRITERI
A
PROCESS
RELATED
CRITERIA
GAP
KNOWLEDGE GAP
COM-MUNICATION
GAP
STANDARDS GAP
DELIVERY GAP
SERVICE GAP
DIMENSI KUALITAS JASA
RELIABILITY
EMPATHY TANGIBLES
RESPONSIVENESS ASSURANCE
DIMENSI KUALITAS JASA
RELIABILITY
RESPONSIVENESS
KEMAMPUAN MEMBERIKAN LAYANAN YANG DIJANJIKAN DENGAN SEGERA, AKURAT, DAN MEMUASKAN.
KEINGINAN MANAJEMEN UNTUK MEMBANTU PELANGGAN DAN MEMBERIKAN LAYANAN YANG TANGGAP.
DIMENSI KUALITAS JASA
MENCAKUP PENGETAHUAN, KOMPETENSI, KESOPANAN, DAN SIFAT DAPAT DIPERCAYA YANG DIMILIKI MANAJEMEN, BEBAS DARI BAHAYA, RISIKO ATAU KERAGU-RAGUAN.
MELIPUTI KEMUDAHAN DALAM MENJALIN RELASI, KOMUNIKASI YANG BAIK, PERHATIAN PERSONAL, DAN PEMAHAMAN ATAS KEBUTUHAN INDIVIDU PELANGGAN.
ASSURANCE
EMPATHY
DIMENSI KUALITAS JASA
MELIPUTI FASILITAS FISIK, PERLENGKAPAN, PERSONALIA, SARANA KOMUNIKASI DAN INFORMASI, DAN SEBAGAINYA.
TANGIBLES
CUSTOMER VALUES
EFFICIENCY VALUE (RASIO EFEKTIFITAS OUTPUT DAN INPUT)
1
EXCELLENCE VALUE (KUALITAS)
2
POLITICAL VALUE (KESUKSESAN)
3
ESTEEM VALUE (REPUTASI)
4
PLAY VALUE (KESENANGAN)
5
ESTHETIC VALUE (KEINDAHAN)
6
MORALITY VALUE (KEBAJIKAN)
7
SPIRITUAL VALUE (KEYAKINAN)
8
Thank you for being
a great audience!
…..www.anangonmarketing.blogspot.com
Anang Tinosaputra
28043A8B
anang.tinosaputra@gmail.com
anangtinosaputra
@AnangTino
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