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Magister Management Universitas Indonesia Magister Management Universitas Indonesia Service MarketingService MarketingMagister Management Universitas Indonesia Magister Management Universitas Indonesia Service MarketingService Marketing
CUSTOMER’S ROLES IN SERVICE DELIVERYCUSTOMER’S ROLES IN SERVICE DELIVERY
presented by : Ferry, Frisca, Gita, Dwi
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PARTICIPANT OF ACENTER LEARNING
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Please explain the characteristic in each level of customer participation?Give the example for C to C and B to B
1#
LOW MODERATE HIGH
Consumer presence required during service delivery
Service is standardized
Service is provided regardless of any individual purchase
Payment may be the only required customer input
Consumer inputs required for service
creation
Client inputs help customize a standard service
Provision of service requires customer purchase
Customer inputs are necessary for adequate outcome, but the service firm provides the service
Customer co creates the service
Active client participation
Service cannot be created apart from the customers purchase and active participation
Customer inputs, choice and actions co create the outcome
Ex: Airline travel and uniform cleaning service
Ex: Hair cut and Payroll service Ex: Marriage counseling and management consulting
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Examine three major roles played by customers in service co creation and delivery?
2#
CUSTOMERS’ ROLES
Productive Resources
Contributors to Service Quality and Satisfaction
Competitors
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Customers As Productive Resources Customer inputs can
affect the organization’s productivity through both the quality of what they contribute and the resulting quality and quantity of output generated.
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Customers As Contributors To Service Quality and Satisfaction
Effective customer participation can increase the likelihood that needs are met and that the benefits 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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What are questions that should be asked by firms which want to move into SSTs as a mode of delivery?
3#
What is our strategy (cost saving, revenue growth, competitive advantage)
What are the benefits to customers? How can customers be motivated to try the SST? Are some segments of customers more ready to use the
technology than others? How can customers be involved in the design of the
service technology system and processes? What forms of customer education will be needed? How will inevitable SST failures be handled?
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Explain step by step strategies for enhancing customer participation
4#
STRATEGIES FOR ENHANCING CUSTOMER PARTICIPATION
Figure 13.3 Strategies for Enhancing Customer Participation
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Define Customers’ Jobs Helping Oneself Helping Others Promoting The Company Individual Differences: Not Everyone Wants To
Participate
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Recruit, Educate, and Reward Customers Recruit the Right Customers Educate and Train Customers to Perform
Effectively Reward Customers for Their Contributions Avoid Negative Outcomes of Inappropriate
Customer Participation
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Manage The Customer Mix Table 13.2 Characteristics of Service that Increase the Importance of
Compatible Segments
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Conclusion Through understanding the importance of
customers in service delivery and identifying the roles played by the customer in a particular context, managers can develop strategies to enhance customer participation.
By implementing these strategies, organization should see a reduction in gap 3 due to effective, efficient customer contributions to service delivery.
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Case Study
Mobile operators are trying to use its prepaid balance (pulsa) as a media for micro payment in retail.
Do you think it will work?
How do you think they should launch it to change customers habit from paying cash to paying using pulsa.
Please use credit card industry experience as a reference.
Also use “Strategies for enhancing customer participation” (figure 12.2) to help the operators achieving their dream.
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Mobile Money Mobile money as a valuable
tool 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..20
BANK DIFFERENCES TELCO PROVIDER
64 millionThe Bank People are
only 40% of Indonesian Population
The Customers 230 millionSimcard penetration
almost 96% of Indonesian population
Biro Riset Infobank (2012) – Infobanknews.com 8 Oct 2013
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E-Money Participants
Bank
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Telco Provider
Telkomsel : T-CashIndosat : DompetkuXL Axiata : XL Tunai
BTPN : BTPN WowNiaga : Rekening PulsaBNI : Doku Wallet
BCA : Flazz CardBRI : BRIZZYMandiri : e-Toll card
Mobile Money24
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The Services
MICROPAYMENT TRANSACTION
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CASH MONEY
TRANSFER
< Rp. 5.000.000,00
Benefits & Obstacles
Reached more customer.
More easy to attract.
Minimum Risk
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BI Rules Conventional
Habbit Transaction
People not really trust
BenefitsBenefits ObstaclesObstacles
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ENHANCING CUSTOMER PARTICIPATION of E-MONEY
on MicroPayment Transaction
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DEFINE CUSTOMERS ROLES
CLARIFY LEVEL
of PARTICIPATI
ON
Define the specific micropayment transaction as a way to specify the service.
*Our suggestion Digital 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
service culture.
Digital Payment Transaction.
Ex:Application Store (on Android, IOS, RIM, etc)Online Shopping
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DEFINE CUSTOMERS ROLES
IDENTITY SPECIFIC
JOBS
and
TASK
Helping Others Design a campaign (charity program) Customer donation for some specific
transaction
Promoting the Company Build a referall program Offer some discount or bonus for the referall
RECRUIT, EDUCATE and REWARDS CUSTOMER32
RECRUIT
THE RIGHT CUSTOMER
Define the specific micropayment transaction as a way to specify the service.
*Our suggestion Digital Payment
Prior the market segment.
Appliction Store Ebook Store Online Shopping
TechnoSavvy E-Commerce Shoppers
RECRUIT, EDUCATE and REWARDS CUSTOMER33
EDUCATE
And
TRAIN CUSTOMER
S
Promotion and AdvertisingBuild a websiteBuild a communityBlast Email and SMS
RECRUIT, EDUCATE and REWARDS CUSTOMER34
REWARD CUSTOMER
Give BonusRedeem PointOffering Discount
MANAGE THE CUSTOMER MIX35
MANAGE THE CUSTOMER
MIX
Bank Indonesia Rules
Co-creation with Government to educate the customer due to cash less society
Provide the availibility system in each merchant.
Promotion through Ads and Internet.
Build a community to gather customer loyalty.
Recommendation36
Co-Creation
Merchant
Provider
Bank
Provider
Merchant
THE BENEFITS
PROVIDER
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BANK MERCHANT
REACH MORE CUSTOMER and THEIR SATISFACTION
GOVERNMENT
Enhance the time value of money.
• No need to provide cash money.
• Faster in serving its customer
• Generate more profits.
• Retain the simcard usage.
Thanks.38