ke 7-peran karyawan & pelanggan dalam pelayanan

7/31/2019 Ke 7-Peran Karyawan & Pelanggan Dalam Pelayanan

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Peran Karyawan dalamPelayanan

IMANUDDIN HASBI, ST.,MM


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Gaps Model of ServiceQuality

Expected Service

Perceived Service

Service Delivery

Customer-drivenservice designs & standards

Company perceptions of consumer expectations

Externalcommunicationsto customers

CustomerGap 5

Gap 3

Gap 2

Gap 4

Gap 1

Company


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Service Standards harusdidukung

1.People2.Systems3.Technology


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Pegawai harus

1.Dilatih

2.Dimotivasi3.Diukur4.Diberi kompensasi

sesuai standar kinerja


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The Services Marketing Triangle

Company

Providers CustomersInteractive Marketing

Keeping promises

Internal MarketingEnabling promises

External MarketingMaking promises


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The Services Profit Chain

Internalservicequality

Employeesatisfaction

Employee

retention

Externalservicevalue

Employeeproductivity

Customersatisfaction

Customerloyalty

Revenuegrowth

Profitability


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BOUNDARY-SPANNINGROLES

Emotional LaborSources of Conflict :o Person vs Roleo Organization vs Cliento Client vs Client

Quality/Productivity Trade-Offs


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STRATEGIES FOR CLOSINGGAP 3

HIRE THE RIGHT PEOPLEDEVELOPED PEOPLE TO DELIVERSERVICE QUALITYPROVIDE NEEDED SUPPORTSYSTEMS

RETAIN THE BEST PEOPLE


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HIRE THE RIGHT PEOPLE1. Compete for the Best People2. Hire for service competencies and

service inclination (kesudian)3. Be the preferred employer (induk

semang)


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DEVELOPED PEOPLE TO DELIVERSERVICE QUALITY

1. Train for technical and interactiveskills

2. Empower employees

3. Promote teamwork


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PROVIDE NEEDED SUPPORTSYSTEMS

1. Measure internal service quality2. Provide supportive technology and

Equipment

3. Develop service-oriented internalprocesses


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RETAIN THE BEST PEOPLE1. Measure & reward strong service

performers2. Treat employees as customers3. Include employees in the company s

vision


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MISI TELKOM

Memberikan layanan One StopInfocom dengan kualitas yang prima

dan harga kompetitif, mengelolausaha dengan cara yang terbaikdengan mengoptimalkan SDM yang

unggul, dengan teknologi yangkompetitif dan dengan BusinessPartner yang sinergi.


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BUDAYA TELKOM

The Telkom Way 135 adalah budayaperusahaan yang dikembangkan

Telkom secara nasional, dirumuskandengan 1 (satu) Asumsi Dasar, 3(Tiga) Nilai Inti, dan 5 (Lima) Langkah

Perilaku.


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1 (satu) Asumsi Dasar Committed 2 U

Yakni keyakinan yang senantiasa harusditeguhkan oleh seluruh insan Telkom

di dalam hati mereka bahwa hanyadengan memberikan yang terbaikkepada para stakeholder, perusahaan

bisa mempertahankan keberadaan dankelangsungan hidupnya.


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3 (tiga) Nilai Inti

Yakni hati yang sudah diteguhkantersebut harus ditindaklanjuti dengan

merajut pikiran yakni : Customer Value (peningktan nilai bagipelanggan)Excellent service (pelayanan yang

istimewa)Competent people (orang yangkompeten)


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5 (lima) Langkah Perilaku

Yakni dengan menyerasikan langkah perilakuseluruh insan Telkom untuk kemudian dapatmemberikan yang terbaik kepada parastakeholders.

Strecth the Goals (rentangkan tujuan keluarbatas normal)Simplify (sederhanakan)

Involve Everyone (libatkan setiap orang)Quality is My Job (kualitas sebagaipekerjaan insan Telkom)Rewards the Winners (hargai/imbali

pemenang)


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Peran Pelanggan dalamPelayanan

Imanuddin Hasbi,ST., MM.


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Gaps Model of ServiceQuality

Expected Service

Perceived Service

Service Delivery

Customer-drivenservice designs & standards

Company perceptions of consumer expectations

Externalcommunicationsto customers

CustomerGap 5

Gap 3

Gap 2

Gap 4

Gap 1

Company


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Levels of Customer Participation across DifferentService

Low: ConsumerPresence Required

during ServiceDelivery

Moderate: ConsumerInputs Required for

Service Creation

High: CustomerCocreates the Service

Product

Products arestandardized

Client inputs customizea standard service

Active clientparticipation guides the

customized serviceService is providedregardless of anyindividual purchase

Provision of servicerequires customer purchase

Service cannot becreated apart from thecustomers purchaseand active participation

Payment may be theonly required customer input

Customer inputs(information, materials)are necessary for anadequate outcome, butthe service firmprovides the service

Customer inputs aremandatory andcocreate the outcome


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Levels of Customer Participation across DifferentService

End Consumer Examples

Airline travelMotel StayFast-food restaurant

Haircut Annual physical examFull-service restaurant

Marriage counselingPersonal trainingWeight reductionprogramMajor illness or surgery

Business-to-BusinessCustomer Examples

Uniform cleaning service

Pest controlInterior greenerymaintenance service

Agency-created advertisingcampaignPayroll serviceFreight transportation

Management consulting

Executive managementseminar Installation of computer network


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Customer Roles in ServiceDelivery

1.Productive Resources2.Contributors to Quality

and Satisfaction

3.Competitors


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Self Service Technologies (SST)-TheUltimate in Customer Participation

ATMsPay at the pumpAirline check-inHotel check-in and check-outAutomated filing of legalclaimsOnline driver s licensetestingAutomated bettingmachinesElectronic blood pressuremachinesVarious vending services

Tax preparation software-

Internet bankingVehicle registration onlineOnline auctionsHome and car buying online

Automated investmenttransactionsInsurance onlinePackage trackingInternet shoppingInternet information searchInteractive voice responsephone systemsDistance education


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Strategies for EnhancingCustomer Participation

EffectiveCustomer

participation

Define customer jobs Recruit, educate, andreward customers

a n a g e t h e c u s t o m e r m

i x


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Define customer jobs1. Helping oneself

2. Helping others3. Promoting the company4. Individual Differences: Not Everyone

Wants to Participate



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Recruit, Educate, and RewardCustomers

1. Recruit the right Customers2. Educate and Train Customers toPerform Effectively

3. Reward Customers for Their

Contributions4. Avoid Negative Outcomes of

Inappropriate Customer Participation



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Manage the Customer MixCompatibility management (such as

health clubs, public transportation,and hospitals)


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