ke 7-peran karyawan & pelanggan dalam pelayanan
TRANSCRIPT
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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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STRATEGIES FOR CLOSINGGAP 3
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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STRATEGIES FOR CLOSINGGAP 3
DEVELOPED PEOPLE TO DELIVERSERVICE QUALITY
1. Train for technical and interactiveskills
2. Empower employees
3. Promote teamwork
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STRATEGIES FOR CLOSINGGAP 3
PROVIDE NEEDED SUPPORTSYSTEMS
1. Measure internal service quality2. Provide supportive technology and
Equipment
3. Develop service-oriented internalprocesses
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STRATEGIES FOR CLOSINGGAP 3
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
Strategies for EnhancingCustomer Participation
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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
Strategies for EnhancingCustomer Participation
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Manage the Customer MixCompatibility management (such as
health clubs, public transportation,and hospitals)
Strategies for EnhancingCustomer Participation