Nah, kalau yang ini bagaimana mengajak sang customer menjadi bagian dari perangcanang service yang "WOW" :)

1. Magister Management Universitas Indonesia
Service Marketing
CUSTOMER’S ROLES
IN SERVICE DELIVERY
presented by : Ferry, Frisca, Gita, Dwi

2. PARTICIPANT OF A
CENTER LEARNING
2

3. Please explain the
characteristic in each level
of customer participation?
Give the example for C to C and B to B
3
1#

4. LOW
MODERATE
Consumer inputs
required for service
creation
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
Ex: Airline travel and uniform
cleaning service

HIGH
Customer co creates
the service
Client inputs help customize
a standard service

Customer inputs are
necessary for adequate
outcome, but the service
firm provides 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
Provision of service requires
customer purchase


Ex: Hair cut and Payroll service
Ex: Marriage counseling and
management consulting

5. Examine three major
roles played by
customers in service co
creation and delivery?
5
2#

6. CUSTOMERS’ ROLES
6
Productive Resources
Contributors to
Service Quality and
Satisfaction
Competitors

7. Customers As Productive Resources
7

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.

8. Customers As Contributors To Service
Quality and Satisfaction
8

Effective customer
participation can
increase the likelihood
that needs are met and
that the benefits the
customer seeks are
actually attained.

9. Customers As Competitors
9

Internal Exchange vs. External Exchange
Expertise Capacity
 Resource Capacity
 Time Capacity
 Economic Rewards
 Psychic Rewards
 Trust
 Control


10. What are questions that
should be asked by firms
which want to move into
SSTs as a mode of delivery?
10
3#

11. 






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?

12. Explain step by step
strategies for enhancing
customer participation
12
4#

13. STRATEGIES FOR ENHANCING
CUSTOMER PARTICIPATION
13

Fig ure 1 3 . 3 Stra te g ie s fo r Enha nc ing Cus to m e r
Pa rtic ip a tio n

14. Define Customers’ Jobs
14




Helping Oneself
Helping Others
Promoting The Company
Individual Differences: Not Everyone Wants To
Participate

15. Recruit, Educate, and Reward
Customers
15




Recruit the Right Customers
Educate and Train Customers to Perform Effectively
Reward Customers for Their Contributions
Avoid Negative Outcomes of Inappropriate
Customer Participation

16. Manage The Customer Mix
16

Table 13.2 Characteristics of Service that Increase the Importance of Compatible
Segments

17. Conclusion
17


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.

18. Case Study
18
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.

19. Mobile Money
19

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.

20. Fact..
20
BANK
DIFFERENCES
TELCO PROVIDER
64 million
The Customers
230 million
The Bank People are only
40% of Indonesian
Population
Biro Riset Infobank (2012) – Infobanknews.com 8 Oct 2013
Simcard penetration
almost 96% of
Indonesian population

21. 21

22. 22

23. E-Money Participants
23
Bank
BTPN
Niaga
BNI
: BTPN Wow
: Rekening Pulsa
: Doku Wallet
BCA
BRI
Mandiri
: Flazz Card
: BRIZZY
: e-Toll card
Telco
Provider
Telkomsel : T-Cash
Indosat
: Dompetku
XL Axiata : XL Tunai

24. Mobile Money
24

25. 25

26. 26

27. The Services
27
MICROPAYMENT
TRANSACTION
< Rp. 5.000.000,00
CASH MONEY
TRANSFER

28. Benefits & Obstacles
28
Benefits
Benefits



Reached more
customer.
More easy to
attract.
Minimum Risk
Obstacles
Obstacles



BI Rules
Conventional
Habbit
Transaction
People not really
trust

29. 29
ENHANCING CUSTOMER PARTICIPATION
of E-MONEY
on MicroPayment Transaction

30. DEFINE CUSTOMERS ROLES
30

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


31. DEFINE CUSTOMERS ROLES
31

Helping Others

IDENTITY
SPECIFIC
Design a campaign (charity program)

Customer donation for some specific transaction
JOBS

and
Promoting the Company

TASK
Build a referall program

Offer some discount or bonus for the referall

32. 32
RECRUIT, EDUCATE and REWARDS
CUSTOMER

Define the specific micropayment transaction as a way
to specify the service.
*Our suggestion  Digital Payment
RECRUIT


THE RIGHT
CUSTOMER


Appliction Store
Ebook Store
Online Shopping
Prior the market segment.


TechnoSavvy
E-Commerce Shoppers

33. 33
RECRUIT, EDUCATE and REWARDS
CUSTOMER
EDUCATE
And
TRAIN
CUSTOMER
S
Promotion and Advertising
Build a website
Build a community
Blast Email and SMS


34. 34
RECRUIT, EDUCATE and REWARDS
CUSTOMER
Give Bonus
Redeem Point
Offering Discount

REWARD
CUSTOMER

35. MANAGE THE CUSTOMER MIX
35

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.

36. Recommendation
36

Co-Creation
Bank
Provider
Merchant
Provider
Merchant

37. THE BENEFITS
37
GOVERNMENT
PROVIDER
•
•
BANK
Generate more
profits.
Retain the
simcard usage.
Enhance the time
value of money.
MERCHANT
•
•
No need to
provide cash
money.
Faster in serving
its customer
REACH MORE CUSTOMER and THEIR SATISFACTION

38. 38
Thanks