Ver2 Service Marketing Chapter 11-12 FGD
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Transcript of 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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STRATEGIES FORDELIVERING SERVICE
QUALITY THROUGHPEOPLE
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6
STRATEGIES FORDELIVERING SERVICE
QUALITY THROUGHPEOPLE
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STRATEGIES FORDELIVERING SERVICE
QUALITY THROUGHPEOPLE
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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
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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
28
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
33
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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36
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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RECRUIT, EDUCATE and REWAR
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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RECRUIT, EDUCATE and REWAR
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.