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

Print

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