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?

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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