Ppt cust. serv
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Marketing Search
CUSTOMER SERVICE
Search Your text here
Manda Talitha (0806397660)Meirna Utami ( 0806 349144)
Rifa Rizqi Simponi ( 0806397774 )
Internet Pictures Clips Maps News Shop Email more
Marketing Communication,Business Administration, October 11 2011
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Omni Hospital
VS Prita Mulyasari
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Customer Service Search
What IMC Means?
Internet Pictures Clips Maps News Shop Email more
Marketing Search
Web SearchPicturesClipsMapsNewsShopEmail
Definition of Integrated Marketing Communicationwww.WhatIMCmeans.co.uk/ - Cache - Similar
IMC and Customer ServiceThe relationship between IMC and Customer Service…www.customerservice/ - Cache - Similar
Study CaseSingapore Airlines Customer Service and Starbucks Customer Service…www.StudyCase.co.uk/ - Cache - Similar
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What IMC MEANS?
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IMC MEANS
First Process Managing
Customer Relationshi
p
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IMC Process Model
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CUSTOMERSERVICE
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BRAND - CUSTOMER SERVICE
Webster mendifinisikan Merek merupakan sesuatu yang diketahui pada nama produsen yang komersial. Sebuah cara sederhana untuk mencapai dan mempertahankan merek adalah untuk menghasilkan penawaran yang menciptakan kata positif dari mulut ke mulut.
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CUSTOMER SERVICE SEBAGAI WALI DARI EKUITAS MEREK
Untuk Customer Service, Ekuitas merek dilihat dari semua sentuhan sudut pandang, yaitu
Produk Desain Kemasan Pesan Iklan dalam Penjualan Layanan dan Pengiriman Produk
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CUSTOMER SERVICE SEBAGAI WALI DARI EKUITAS MEREK
Melindungi ekuitas merek terutama tergantung pada dua hal, salah satu dari mereka yang luas, dan masalah
manajemen risiko.
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Tylenol Audi
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MANAGEMENT COMPALINTS
• Secara umum, Suatu sistem untuk memonitor sikap
dan kepuasan para pelanggan, penyalur, dan
partisipan lain dalam sistem pemasaran sehingga manajemen dapat mengambil langkah yang lebih cepat
untuk menyelesaikan masalah.
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• Salah satu wujud dari manajemen komplain yang belakangan dipilih oleh banyak perusahaan jasa yang besar adalah penyediaan saluran telepon khusus (call
center) bagi pelanggan
MANAGEMENT COMPALINTS
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Karateristik Utama pada Management Complaints
Committment Visible Accessible Temperance Speed
FairnessConfidentialRecordsHuman ResourcesRemedy
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Karateristik Utama pada Management Complaints
Commitment Visible
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Karateristik Utama pada Management Complaints
Accessible Temperance
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Karateristik Utama pada Management Complaints
Speed Fairness
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Karateristik Utama pada Management Complaints
Confidential Record
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Karateristik Utama pada Management Complaints
Resources Remedy
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Responsiveness
Driver of CUSTOMER
SERVICE
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CUSTOMER SERVICE : THE RESPONSIVENESS DRIVER
An ongoing, companywide process that begins with the
design of a product and continues through all
operations of a company that directly or indirectly affect a
customer
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Mengapa perusahaan perlu
menaruh perhatian lebih pada
customer service ?
COMPETITIVE ADVANTAGE
CUSTOMER DEMANDS
CUSTOMER-SERVICEEXPECTATIONS
RELATIONSHIP MAINTENANCE
INCREASED TECHNOLOGICAL
SOPHISTICATION OF PRODUCT
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FUNGSI CUSTOMER SERVICE
1COMPLAINTS AND COMPLIMENTS
Complaint
Respon cepat dan solusi tepat
Pelanggan puas
STAY
Pelanggan tidak puas
WALK AWAY
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FUNGSI CUSTOMER SERVICE
Jaringan komunikasi dari garis terdepan
hingga ke sistem informasi
Dukungan yang sifatnya segera atau langsung
sebagai bukti kepedulian terhadap pelanggan.
Ada keahlian dalam mengatasi komplain.
Mampu bereaksi atau menanggapi
dengan cepat
Bertanggung jawab untuk memperbaikinya dan
tidak terkesan membuat pelanggan semakin tidak
nyaman.
Prinsip bagi keberhasilan manajemen komplain
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FUNGSI CUSTOMER SERVICE
2CUSTOMER CONTACT
PROAKTIF !! CONTOH : saat perusahaan mengetahui akan terjadinya keterlambatan pengiriman. Hubungi pelanggan dan beritahu.
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FUNGSI CUSTOMER SERVICE
3CUSTOMER FEEDBACK
Berguna untuk strategic planning perusahaan
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FUNGSI CUSTOMER SERVICE
Contoh customer feedback . . .
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KARAKTERISTIK CUSTOMER SERVICE
ACCESSIBILITY
PRODUCTKNOWLEDGE
ATTITUDE ANDBEHAVIOUR
RESPONSIVENESS
GOOD CUSTOMER SERVICE
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Berguna Untuk
CUSTOMER SERVICE SUPPORT
DATABASE PELANGGAN
- Memberikan perlakuan yang tepat sesuai dengan sifat dan sikap pelanggan.
- Melakukan komunikasi (dialog) yang lebih personal dengan pelanggan.
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KEKUATAN DAN KETERBATASAN
- Lebih Persuasif
- Memelihara Hubungan Dengan Pelanggan After Sales
KEKUATAN - Biaya pelatihan staff CS yang cukup signifikan (high), terutama apabila turnover cukup tinggi
KETERBATASAN
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Case
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Customer Service Online
Easy to Use Information
Customizable Product and Services
Human Interaction
Infrastructure
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SINGAPORE AIRLANES
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Starbucks CustomerServices
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Back Page
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Your Contents Page
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Your Contents Page
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Back Page
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Back Page
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Your Contents Page
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Back Page
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Thank You
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44
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Reference
• Tom Duncan, IMC-Using Advertising & Promotion to build brand, McGraw Hill
• John Goodman. Strategic Customer Service