SERVICE QUALITY DI ERA DIGITAL UPAYA MEMPERTAHANKAN BISNIS DI MASA PANDEMI

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SERVICE QUALITY

DI ERA DIGITAL

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Kita bisa saja menjadi

tampak tua bukan

semata-mata kita benar-benar

sudah tua. Kita bisa

menjadi tampak tua

karena ada banyak orang

yang

“

tampak”

lebih muda

di sekitar kita.

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PERUBAHAN …

• Merupakan pertanda adanya KEHIDUPAN

(Evelyn Wough)

• _{Di dunia ini tidak ada yang tetap selain}

PERUBAHAN.

• _Perubahan,

_{dalam bahasa Perancis Kuno berarti}

membengkokan diri atau berbelok, seperti halnya ranting

dan sulur anggur membengkokkan diri untuk terus

bertumbuh ke arah matahari

• Progress is impossible without change, and those who

cannot change their minds cannot change anything

(George Bernard Shaw)

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WHAT IS DIFFERENT NOW?

FROM

TO

LOCAL

GLOBAL

To Make

To Serve

Efficiency

Added Value & Growth

Participation

Integration

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SERVICE

• "If you have the same service strategy as your competitor, you don't

have service strategy. If the strategy is different, but easily copied, it

is weak service strategy. But if the service strategy is UNIQUELY

DIFFERENT and difficult to copy, you have a strong strategy and

sustainable strategy”

Philip Kotler (Guru of Modern Marketing)

• “Because of their diversity, services have traditionally been difficult

to define. The way in which services are created and delivered to

customers is often hard to grasp since many inputs and outputs are

intangible”.

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KONSEP DASAR

What is PRODUCT?

• Anything that can be offered to a market

to satisfy a want or need.

• Products that are marketed include

physical goods, services, experiences,

events, persons, places, properties,

organizations, information, and ideas.

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WHAT IS SERVICE

(JASA)

?

Setiap tindakan atau kegiatan yang

dapat ditawarkan oleh suatu pihak

kepada pihak lain, yang pada dasarnya

tidak berwujud dan tidak mengakibatkan

kepemilikan apapun, produksi jasa

mungkin berkaitan/tidak berkaitan

dengan produk fisik.

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PRODUK, BARANG, JASA, & PELAYANAN

PRODUK

BARANG

J A S A

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PRODUK

(Product)

BARANG

(Good)

JASA

(Service)

•Diproduksi à dikonsumsi;

•Dapat disimpan;

•Perlu saluran distribusi;

•Produsen & Konsumen bisa jadi

tidak saling bertemu;

•Kinerja produk dapat dengan

mudah dievaluasi;

•Diproduksi & dikonsumsi pada saat

yg bersamaan;

•Tidak dapat disimpan;

•Saluran distribusi terbalik;

•Sebagai penyedia jasa, unsur

manusia menjadi penting;

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Tangibility Spectrum

Salt

Soft Drinks

Detergents

Fast Food

Airlines

Consulting

Teaching

Intangible

Dominant

Tangible

Dominant

KONTINUM PRODUK

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SERVICE QUALITY ?

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KEMISKINAN

KEKAYAAN

KEKURANGAN

KELIMPAHAN

KESEDIHAN

KEBAHAGIAAN

KELEMAHAN

KEKUATAN

KETERBATASAN

KEBEBASAN

KESEPIAN

KEBERSAMAAN

PELAYANAN PRIMA akan mengubah K

à

K

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SIAPAKAH PELANGGAN

LL BEAN INC.

• Pelanggan adalah orang yang paling penting di perusahaan ini, baik orang

nya sendiri maupun pesan nya.

• _{Pelanggan tidaklah bergantung kepada kita, namun kitalah yang}

bergantung kepada mereka.

• _{Pelanggan bukanlah gangguan terhadap pekerjaan kita, Merekalah tujuan}

dari pekerjaan kita. Kita bukan bermurah hati melayani mereka, namun

merekalah yang bermurah hati memberi kesempatan kepada kita untuk

melayani mereka.

• Pelanggan bukanlah orang untuk berdebat atau beradu kepandaian, tidak

ada seorang pun akan menang dalam berdebat dengan pelanggan.

• _{Pelanggan adalah orang yang membawakan keinginannya kepada kita, dan}

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KARAKTER

CUSTOMER “JAMAN NOW”

KEMAMPUAN

FINANSIAL TINGGI

LEBIH KONSUMTIF

LEBIH TEREDUKASI

LEBIH MEMPUNYAI BANYAK

_INFORMASI

LEBIH MELEK TEKNOLOGI

LEBIH BANYAK MAUNYA/

LEBIH UNIK

RASA INGIN TAHU YANG BESAR

BERANI UNTUK MENCOBA

HAL HAL BARU

RASA INGIN TAHU YANG BESAR

LEBIH RENDAH

LOYALITASNYA

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DIGITIZED: INTRODUCTION TO DIGITAL TRANSFORMATION

BANDUNG, 21 MAY 2018

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Mini Computing 1970s Mainframe Computing 1960s Personal Computing 1980s Internet Computing 1990s Mobile Computing 2000s 2010s Wearable Computing 2015s Internet of Things

A QUICK HISTORY OF

TECH ADVANCEMENTS

?

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DIGITAL DISRUPTION IS HERE

Largest store?

Largest taxi provider?

Largest content provider?

Largest TV provider?

Largest trenda database?

Largest accomodation?

Largest music store?

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WAVES OF

DIGITAL DISRUPTION

1990s

Music

Photography

2000s

Print Media

TV

Travel

HR

2010s

Finance

Healthcare

Retail

Education

2020s

All safe

havens will

experience a

sort of

disruption.

[Duval Union]

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Freemium

A service that is initially provided free of charge, but a premium

will be charged for additional features and functionality

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PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT

KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM |

PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT

KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM |

PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT

KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM |

PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT

KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

It’s much easier to build a

digitally-based business than to

digitally transform a

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AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

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TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT

KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM |

PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT

KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

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PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

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Digitalization will be the

base model on how

organizations operate.

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KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

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AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

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KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI

AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA |

[email protected] | WWW.TALKDGTL.COM | PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] |

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PROPERTY OF TALKDGTL.COM | PT KUBUS INOVASI AGRANARA | [email protected] | WWW.TALKDGTL.COM | PROPERTY OF

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Digital marketing will be

simply known as

Someday,

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SIAPAKAH PELANGGAN KITA -

G R O O N R O S E

• Siapa saja

yang

membutuhkan

layanan kita

• Siapa saja

yang

kita butuhkan

untuk menunjang

kesuksesan pekerjaan dan bisnis kita.

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Siapakah yang bertanggung jawab

terhadap PELAYANAN PRIMA ?

PEMILIK/

MANAJER

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TIGA ENTITI DALAM PEMASARAN JASA

MANAJEMEN

PELANGGAN

KARYAWAN

EXT

ER

N

A

L M

A

R

K

ET

IN

G

PENETAPAN

JANJI

IN

TE

R

N

A

L M

A

R

K

E

TIN

G

PEMBENTUKAN

JANJI

INTEGRATED MARKETING

KINERJA

H A R A P A N

GAP GAP _GAP

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RANTAI LAYANAN DAN LABA

Hubungan antara laba, loyalitas pelanggan dan kepuasan karyawan

KEPUASAN KARYAWAN PRODUKTIVITAS KARYAWAN & RESISTENSI PERSEPSI PELANGGAN PADA LAYANAN KEPUASAN PELANGGAN LOYALITAS PELANGGAN PERTUMBUHAN PENDAPATAN & LABA MUTU LAYANAN INTERNAL

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Jika ruang kerja karyawan seperti ini...

Kira-kira gimana ya rasanya?

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PELAYANAN PRIMA

• HARAPAN

–

KENYATAAN

• HARAPAN

à

Tingkat kepentingan ATRIBUT dari kategori produk.

• KENYATAAN

à

Penilaian pada tingkat KINERJA ATRIBUT dari merek

• HARAPAN

>

KENYATAAN

à

Kecewa

• HARAPAN

=

KENYATAAN

à

Puas

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PERINGKAT HARAPAN KONSUMEN

Minimum dapat diterima DASAR

D

Sama dengan yang diberikan oleh pesaing HARAPAN

H

Sesuai dengan yang diangankan kunsumen ANGAN

A

Tidak diduga KEJUTAN

K

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ZONA MOMENT OF TRUTH

CARI TAHU ZERO MOT PERTAMA BELANJA FIRST MOT PENGALAMAN PASCA MENGGUNAKAN PRODUK SECOND MOT PENGALAMAN MENGGUNAKAN PRODUK THIRD MOT WOW ULTIMATE MOT

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MENGAPA ORANG SULIT MELAYANI ?

• Cara pandang

• Karakter

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5 DIMENSI KUALITAS PELAYANAN

TANGIBLE (TAMPILAN) RELIABILITY (KEHANDALAN) EMPATHY (EMPATI) ASSURANCE (JAMINAN) RESPONSIVENESS (SIGAP) KEBERWUJUDAN