Delivering WOW: Creating Customer Advocates Through Service Bandung, 29 Oktober 2013.
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Transcript of Delivering WOW: Creating Customer Advocates Through Service Bandung, 29 Oktober 2013.
Delivering WOW: Creating Customer Advocates Through Service
Bandung , 29 Oktober 2013
BANDUNG EXCELLENT SERVICE
• TAXI OPERATOR BLUE BIRD• SHOPING MALL TSM• MOTHERNITY HOSPITAL RSIA LIMIJATI• PRIVATE HOSPITAL ST. BOROMEUS• MEDICAL LABORATORY PRAMITA LAB• MOTORCYCLE DEALER HONDA DAYA ADI CIPTA• CAR DEALER TOYOTA AUTO 2000• HOTEL TRE TRANS LUXURY HOTEL
BANDUNG EXCELLENT SERVICE
• INTERNET PROVIDER THREE• FIXED BROADBAND TELKOM SPEEDY• CELULAR OPERATOR TELKOMSEL• MOTORCYCLE FINANCING WOM• ISLAMIC BANKING BANK MUAMALAT
INDONESIA• CONVENCIONAL BANKING BJB (<150T),
BCA (>150T)
BEST CHAMPION EXCELLENT SERVICE
BCA
SKYTRAX AWARDS GARUDA INDONESIA
THE WORLD’S BESTWORLD TOP 10 AIRLINES
1. EMIRATES2. QATAR AIRWAYS3. SINGAPORE AIRLINES4. ANA ALL NIPPON AIRWAYS5. AISANA AIRLINES6. CATHAY PASIFIC AIRWAYS7. ETIHAD AIRWAYS8. GARUDA INDONESIA9. TURKISH AIRLINES10. QANTAS AIRWAYS
WORLD AIRLINES AWARDSBEST ECONOMY CLASS SEATS
1. GARUDA INDONESIA2. ASIANA AIRLINES3. KOREAN AIR4. SINGAPORE AIRLINES5. QATAR AIRWAYS6. JAPAN AIRLINES7. OMAN AIR8. ANA ALL NIPPON AIRWAYS9. THAI AIRWAYS10. MALAYSIA AIRLINES
Every Business is Service Business
No body doubt the importantance of service
quality for company’s business growth,
especially in a highly competitive marketSP
S
WHY
WHAT
HOW
Customer Journey: 4A
AWARNESS
ATTITUDE
ACT
ACT AGAIN
A1
A2
A3
A4
Customer Journey: From 4A to 5A
AWARNESS
ATTITUDE
ACT
ACT AGAIN
A1
A2
A3
A4
AWARE
APPEAL
ASK
ACT
ADVOCATE
A1
A2
A3
A4
A5
Customer Journey: From A4 to A5
A1
A2
A3
A4
A5
AWARE
APPEAL
ASK
ACT
ADVOCATE
PASIF
AKTIF
Creating WOW Service Delivery
OK!
AHA!
WOW!
SERVICE IN NEW ERA
WOW SAAT INI BELUM
TENTU WOW DI
MASA BERIKUTNYA
BISA JADI BERUBAH MENJADI
AHA! ATAU BAHKAN
OK!
WOW
NYAMAN
OTENTIKENAK
CUKUP 10%
CUSTOMER ADVOCAT
SERVICE CARE
WOW
WHY
WHAT
HOW
Service Management ImperativeCompany Iniatiatives
SOP Standard Operating Procedure
SBPService Blue
VBPValues Based
Principle
Emphasize Service Product Management
Emphasize on Service proccess Management
Emphasize on Service people management
Customer Insights
Needs and wants
Anxieties and Desires
Expectations and
perceptions
1
2
3
New Wave Marketing: From Service to care
Service Excellence Branded Service Care with character
Service Provider Brand Ambasador Care Giver
Learn from RETAIL INDUSTRY
Learn from HOSPITALITY
INDISTRI
Learn from HEALTH CARE
INDUSTRY
Shifting of Company: Create Service Excellence
ASSURANCE EMPHATY
RESPONSIVENESS
TANGIBLES
RELIABILITY
EXCELLENTSERVICE
NEEDS AND WANTS
SOP Standard Operating Procedure
Company needs to deliver excellent service to meet customer’s need and wants through standardization of service
RATER: Ensuring Service Quality1. Reliability
refer to the ability to deliver service as promised consistently and acurately
2. Assurancerefer to employee’s knowledge and courtesy and their abilityto create trust and confidence
3. Tangiblefefer to physical evidence, equipment, and the appearance of service personel
4. Emphatyrefer to depth of personal caring and attention which company provide to its customer
5. Rreponsivenessrefer to the willingness to help customer and deliver service on time
ASSURANCE EMPHATY
RESPONSIVENESS
TANGIBLES
RELIABILITY
Excellent Service: Learn from retail industry
STEW LEONARD1. RULE 1
The customer is always right
2. RULE 2If the customer is ever wrong, re read rule 1
This principle is so essential to the foundation of the company that it is etched in a three-ton granite rockat each store’s entrace
Shifting of Company: Create Service Excellence
EXPERIENTALSERVICE
EXPECTATIONS AND
PERCEPTIONS
SBPService Blue Print
Company needs to create experience to meet customer’s expectetions and perceptions through service blue print
Service Blue Print1
2
4
5
6
7
3
8
9
10
1. Service Standards for each stepDefine standards for front-stage activities
2. Customer ActionIdentify main customer activities3. Desired ExperienceIdentify customer experiences4. Phisical EvidenceSpecify physical evidence5. Line of Interaction6. Contact person “Visible ActionFrontstage action by customer-
contact personel7. Line of visibility8. Contact person” Invisible
Actions by customer-contact personel
9. Line of internal physical Interaction
10. Support ActivitiesSupport processes involving other
service personel
Experiential Service: Learn from hospitalityCredo1. The Ritz-Carlton Hotel is a place where the genuine
care and comport of our guest is our highest mission
2. We pledge to provide the finest personel service and facilities for our guest who will always enjoy a warm, relaxed, yet refined ambience
3. The Ritz-Carlton experience enlivens the senses, instills well being, and fulfills even the unexpressed wishes and needs of our guest
MottoAt the Ritz-Carlton Hotel Company, LCC, “We are ladies
and gentlemen serving Ladies and gentlemen” This motto exemplifies the anticipatory service provide by all staff members
Shifting of company Initiative: Create personal caring
CARINGSERVICE
ANXIETIS AND DESIRES
VBPValues based Principle
To truly understand customer’s anxienties and desires, even service blue print is not enough. Company needs a true care through values based principle
VALUE BASED PRINCIPLE
VALUES BASED PRINCIPLE
TRUSTWORTHIN
ESSRESPECT RESPON
SIBILITYFAIRNES
S CARING CITIZENSHIP
CARING SERVICE: Learn from health care industry
MAYO CLINIS’S MODEL OF CARE: PATIENT CARE A team approach that relies on a variety of medical speciaist working together to provide the highest qualitycare An unhundread examination of each and every patient with time to listen to the patient physicians taking personel responsibility for directing patient care in partnership with the patient’s local physicianThe highest-quality care delivered with compassion and trustRespect for the patient, family and patient’s local physicianComprehensive evaluation with timely, efficient assessment and tretmentAvailability of the most advanced, innovative diagnostic and therapeutic technologies and tachniques
TERIMA KASIH