Ke 4-Mengelola Pertemuan Pelayanan

7/30/2019 Ke 4-Mengelola Pertemuan Pelayanan

1/12

Sumber : Christopher Lovelock and Jochen Wirtz Services Marketing 5/E, 2004 1

Imanuddin Hasbi, ST., MM

Mengelola Pertemuan Pelayanan & Standar

Pelayanan Menurut Konsumen


2/12


Developing a Blueprint Some Basic Advice

Identify key activities in creating anddelivering the service

Distinguish between front stage (whatcustomers experience) and back stage

Chart activities in sequenceShow how interactions between customersand employees are supported by backstageactivities and systems

Establish service standards for each step

Identify potential fail points

Focus initially on big picture (later, can drilldown for more detail in specific areas)


3/12


Service Blueprinting: Key Components

1. Define standards for frontstage activities2. Specify physical evidence3. Identify principal customer actions4. ------------ line of interaction (customers and front stage personnel)--------5. Front stage actions by customer-contact personnel6. ------------ line of visibility (between front stage and backstage)--------------7. Backstage actions by customer contact personnel

8. Support processes involving other service personnel9. Support processes involving IT

Where appropriate, show fail points and risk of excessive waits


4/12


Simplified Example: Blueprinting a Hotel Visit(extract only)

Physical Evidence

CustomerActions

EmployeeActionsFace-to-face F

r o n

t

S t a g e

Phone Contact

B a c

k s

t a g e

Make reservation

Rep.records,confirms

Arrive, valet park

Check-in at reception

Doormangreets, valettakes car

Enterdata

ValetParks Car

Make upRoom

Registerguest data

Receptionistverifies, giveskey to room

Go toroom

Hotel exterior, lobby,employees, key

Elevator, corridor,room, bellhop

Line of Interaction

Line of Visibility


5/12


Improving Reliability of Processesby Failure Proofing

Analysis of reasons for failure often reveals opportunitiesfor failure proofing to reduce/eliminate risk of errors

Errors include:treatment errors human failures during contact with customerstangible errors failures in physical elements of service

Fail-safe procedures include measures to prevent omissionof tasks or performance of tasks

incorrectly

in wrong order too slowlynot needed or specified

Need fail-safe methods for both employees and customers


6/12


Process Redesign: Principal Approaches(Table 8-1)

Eliminating non-value-adding steps

Shifting to self-service

Delivering direct service

Bundling services

Redesigning physical aspects of service processes


7/12Sumber : Christopher Lovelock and Jochen Wirtz Services Marketing 5/E, 2004 7

Customers as Co-Producers:Levels of Participation in Service Production

Low Employees and systems do all the work

Medium Customer inputs required to assist provider Provide needed information, instructionsMake personal effortMay share physical possessions

High Customer works actively with provider toco-produce the service



Self Service Technologies (SSTs)

Self-service is ultimate form of customer involvement inservice production

Customers undertake specific activities using facilities or systemsprovided by service supplier

Customers time and effort replace those of employees

Concept is not new self-serve supermarkets date from1930s, ATMs and self-serve gas pumps from 1970s

Today, customers face wide array of SSTs to deliver information-based services, both core and supplementary

Many companies seek to divert customers from employeecontact to Internet-based self-service



Service Firms as Teachers:Well-trained Customers Perform Better

Firms must teach customers rolesas co-producers of service

Customers need to know how toachieve best results

Education can be provided through:Brochures

AdvertisingPosted instructionsMachine-based instructions

Websites, including FAQsService providersFellow customers

Employees must be well-trained tohelp advise, assist customers



Managing Customers as Partial Employeesto Increase Productivity and Quality

1. Analyze customers present roles in the business andcompare to managements ideal

2. Determine if customers know how to perform and havenecessary skills

3. Motivate customers by ensuring that will be rewarded for performing well

4. Regularly appraise customers performance; if unsatisfactory, consider changing roles or termination



The Problem of Customer Misbehavior Identifying and Managing Jaycustomers

What is a jaycustomer? A customer who behaves in a thoughtless or abusive fashion, causing problems for the firm itself, employees,other customers

Why do jaycustomers matter? Can disrupt processes

Affect service qualityMay spoil experience of other customers

What should a firm do about them? Try to avoid attracting potential jaycustomersInstitute preventive measuresControl abusive behavior quicklyTake legal action against abusersBUT firm must act in ways that dont alienate other customers


12/12Sumber : Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 2004 12

Six Types of Jaycustomer

Thief seeks to avoid paying for service

Rule breaker ignores rules of social behavior and/or procedures for safe, efficient use of service

Belligerent angrily abuses service personnel (and sometimes other

customers) physically and/or emotionallyFamily Feuders fight with other customers in their party

Vandal deliberately damages physical facilities, furnishings, andequipment

Deadbeat fails to pay bills on timeCan you think of others?

How should firms deal with each of these problems?

Documents

Ke 4-Mengelola Pertemuan Pelayanan