service marketing strategy. essentials of service marketing

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


RELIABILITY

RESPONSIVENESS

KEMAMPUAN MEMBERIKAN LAYANAN YANG DIJANJIKAN DENGAN SEGERA, AKURAT, DAN MEMUASKAN.

KEINGINAN MANAJEMEN UNTUK MEMBANTU PELANGGAN DAN MEMBERIKAN LAYANAN YANG TANGGAP.


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


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

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a great audience!

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Anang Tinosaputra

28043A8B

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anangtinosaputra

@AnangTino