Ver2 Service Marketing Chapter 11-12 FGD

8/12/2019 Ver2 Service Marketing Chapter 11-12 FGD

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Magister Management Universitas Indonesia

Service Marketing

CUSTOMERSROLES

IN SERVICE DELIVERYpresented by : Ferry, Frisca, Gita, Dwi


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Contents2

Import Service Marketing Triangle

Employee Satisfaction + Cust

Satisfaction = Profit

Boundary Spanning Roles andConflict

Strategy Delivery Qualified Se

through People


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3

PARTICIPANT OF ACENTRAL LEARNING


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4

STRATEGIES FORDELIVERING SERVICE

QUALITY THROUGHPEOPLE


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5



2


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6



3


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7



4


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Chapters Objectives

To illustrate the importance of customers insuccessful service delivery and cocreation o

service experiences.

To discuss the variety of roles that service

customers play: productive resources for theorganization; contributors to quality and

satisfaction; competitors.

To explain the strategies for involving serv

8

CUSTOMERS IN SERVICE


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CUSTOMERS IN SERVICE

DELIVERY

Customer Receiving The Service Fellow Customers

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Table 13.1 Levels of Customer Partic

across Different Services10


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CUSTOMERS ROLES

Productive Resources

Contributors to

Service Quality and

Satisfaction

Competitors

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Customers As Productive Resou

Customer inputs can affect the organizationproductivity through both the quality of what

contribute and the resulting quality and qua

output generated.

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Customers As Contributors To Servic

Quality and Satisfaction

Effective customer participation can increaslikelihood that needs are met and that the b

the customer seeks are actually attained.

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Customers As Competitors

Internal Exchange vs. External Exchange Expertise Capacity

Resource Capacity

Time Capacity

Economic Rewards

Psychic Rewards

Trust

Control

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ULTIMATE IN CUSTOMER

PARTICIPATION

Services produced entirely by the customerany direct involvement or interaction with th

employees.

ATMs

Pay at the pump Internet banking

Internet shopping

Distance education

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Fig re 13 2 Ser ices Prod ction


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Figure 13.2 Services Production

Continuum

1 2 3 4 5

Gas Station Illustration

1. Customer pumps gas and pays at the pump with autom2. Customer pumps gas and goes inside to pay attendan

3. Customer pumps gas and attendant takes payment at

4. Attendant pumps gas and customer pays at the pump

5. Attendant pumps gas and customer goes inside to pay

6. Attendant pumps gas and attendant takes payment at

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Key Questions While Moving Into

What is our strategy? What do we hope to achieve through thesaving, revenue growth, competitive advantage)?

What are the benefits to customers of producing the service onthrough the SST? Do they know and understand these benefits

How can customers be motivated to try the SST? Do they underole? Do they have the capability to perform this role?

How technology ready are our customers? Are some segmen

customers more ready to use the technology than others? How can customers be involved in the design of the service tec

system and processes so that they will be more likely to adopt SST?

What forms of customer education will be needed to encourageWill other incentives be needed?

How will inevitable SST failures be handled to regain customer

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STRATEGIES FOR ENHANCING


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STRATEGIES FOR ENHANCING

CUSTOMER PARTICIPATION

Figure 13.3 Strategies for Enhancing CustoParticipation

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Define Customers Jobs

Helping OneselfHelping Others

Promoting The Company

Individual Differences: Not Everyone Wants

Participate

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Manage The Customer Mix

Table 13.2 Characteristics of Service that Increase the Importance of C

Segments

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Conclusion

Through understanding the importance of custoservice delivery and identifying the roles played

customer in a particular context, managers can

strategies to enhance customer participation.

By implementing these strategies, organizationsee a reduction in gap 3 due to effective, efficie

customer contributions to service delivery.

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Mobile Money

Mobile money as a valuabletool for extending financial

services to unbanked and

under-banked segments of

the Indonesian market and

achieving broader financial

inclusion objectives.

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Fact..25

BANK DIFFERENCES TELCO P

64 millionThe Bank People are only

40% of IndonesianPopulation

The Customers 230 mSimcard p

almostIndonesian

Biro Riset Infobank (2012)Infobanknews.com 8 Oct 2013


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E-Money Participants

Bank

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TelcoProvider

Telkomsel : T-

Cash

Indosat : DompetkuXL Axiata : XL

Tunai

BTPN : BTPN Wow

Niaga : RekeningPulsa

BNI : Doku Wallet

BCA : Flazz Card

BRI : BRIZZY

Mandiri : e-Toll card,

eMoney


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Mobile Money29


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The Services

MICROPAYMENTTRANSACTION

32

CASH MONEY

TRAN

< Rp. 5.000.000,00


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Benefits & Obstacles

Reached more

customer.

More easy toattract.

Minimum Risk

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BI Rules

Conventional

HabbitTransaction

People not rea

trust

Benefits Obstacles


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34

ENHANCING CUSTOMER PARTICIP

of E-MONEY

on MicroPayment Transaction


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DEFINE CUSTOMERS ROLES

CLARIFY

LEVEL

ofPARTICIPATI

ON

Define the specific micropaymenttransaction as a way to specify the

service.

*Our suggestionDigital Payment

Prior the market segment.

Reduce the level of customer

participation from middle to low level.

Build and develop the efficiency

transaction.

Nurture the customer about a self

DT

E


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DEFINE CUSTOMERS ROLES

IDENTITY

SPECIFIC

JOBS

and

TASK

Helping OthersDesign a campaign (charity program)

Customer donation for some specific trans

Promoting the CompanyBuild a referall program

Offer some discount or bonus for the refer

RECRUIT EDUCATE d REWAR


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RECRUIT, EDUCATE and REWAR

CUSTOMER37

RECRUIT

THE RIGHTCUSTOMER

Define the specific micropayment transactio

to specify the service.

*Our suggestionDigital Payment

Prior the market segment.

Appliction Store

Ebook Store

Online Shopping

TechnoSavvy

E-Commerce Shoppers

RECRUIT EDUCATE d REWAR


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CUSTOMER38

EDUCATE

And

TRAINCUSTOMER

S

Promotion and Advertising

Build a website

Build a community Blast Email and SMS

RECRUIT EDUCATE and REWAR


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CUSTOMER39

REWARD

CUSTOMER

Give Bonus

Redeem Point

Offering Discount


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Conclusion41

E-Money is a niche market product.

It has a lot of subtitute product.

Need more education to push customersawareness.


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Recommendation42

Co-Creation

Provider

BankProvider

Merchant


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THE BENEFITS

PROVIDER

43

BANK MERC

REACH MORE CUSTOMER and THEIR SATISFACTION

GOVERNMENT

Enhance the time

value of money.

No nee

provide

money. Faster i

its custo

Generate more

profits.

Retain the

simcard usage.

Ver2 Service Marketing Chapter 11-12 FGD

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