Essentials of

Service Marketing
Service
from the
heart
R. ANANG TI NOSAPUTRA
THE 6TH CORE ELEMENTS
OF ECS
C
O
R
E
1
mindse
t ABUNDANT GENEROSITY
GENUINE COMPASSION
THE CAN DO SPIRIT
EAGERNESS TO LEARN AND
GROW
TAKE PERSONAL
RESPONSIBILITY
SEE THE WORLD FROM THE
CUSTOMER POINT OF VIEW
C
O
R
E
2
toolset
EXCELLENT PRODUCT AND
SERVICE
EFFICIENT DELIVERY SYSTEM
COMPETENT AND WELL-
TRAINED PEOPLE
USER-FRIENDLY POLICIES AND
PROCEDURES
COMPREHENSIVE
FEEDBACK SYSTEM
A SYSTEM FOR CONTINUOUS
IMPROVEMENT
EFFECTIVE ORGANIZATIONAL SYSTEM
C
O
R
E
3
!l"e dimension
STAFF
ATTITUDE
RELIABILITY
SPEED
PHYSICAL
APPEARANCE
VALUE OF MONEY
FLEXIBILITY
PERSONAL
ATTENTION
C
O
R
E
#
$o%&o%!te $"lt"%e
SER'ICE PHILOSOPH(
NE) STAFF RECRUITMENT
NE) STAFF ORIENTATION
TRAINING AN* *E'ELOPMENT
RE)AR* AN* RECOGNITION
APPRAISALS AN* PROMOTION
COMPAN( SOCIAL E'ENT
INTERNAL COMMUNICATION
MANAGEMENT AN* STAFF INTERACTION
PH(SICAL ATMOSPHERE AN* AM+IENCE
STAFF SUGGESTIONS SCHEMES
MANAGEMENT ROLE MO*ELING
+RAN* MANAGEMENT
CULTURE MANAGEMENT
C
O
R
E
,
$"stome% %el!tions-i&
ONE SHOT DEAL TRANSACTION
SATISFACTION
POWERFUL
RELATIONSHIP
RELIABLE
RELATIONSHIP
C
O
R
E
,
$"stome% %el!tions-i&
T-e C"stome% P.%!mid
PLATINUM
GOL*
IRON
LEA*
Which segment sees high
value in our offer, spends
more with us over time, costs
less to maintain, and spreads
positive word-of-mouth?
Which segment costs
us in time, effort and
money but does not
provide the returns we
want? Which segment
is difficult to do
business with?
POOR/
RELATIONSHIP
CUSTOMERS
GOO*/
RELATIONSHIP
CUSTOMER
C
O
R
E
6
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#01
301
301
LAYANAN
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LAYANAN
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PLAN''AN
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LA(ANAN
C
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6
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T-e ,t- Re$oe%. C%edos
() Problems can be good for you)
*) %a+e it easy for customers to
complain)
,) Why do customer bother to
complain?
-) When things go wrong, use
emphaty and be specific with your
follow-up action plan)
.) /hey bounced bac+ when they are
satisfied)
THE 6TH CORES ELEMENT OF E3CELLENT CUSTOMER
SER'ICE
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HARAPAN PELANGGAN
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TNG2AT 2INER5A (ANG *IPRE*I2SI2AN ATAU *IPER2IRA2AN OLEH
2ONSUMEN
A2AN *ITERIMA6 +IASAN(A +ER*ASAR2AN INFORMASI SE+ELUM
TRANSA2SI.
HARAPAN PELANGGAN
SHOUL* E3PECTATION
TIING2AT 2INER5A (ANG *IANGGAP SU*AH SEPANTASN(A *ITERIMA
OLEH 2ONSUMEN.
HARAPAN PELANGGAN
I*EAL E3PECTATION
TIING2AT 2INER5A TER+AI2 (ANG *IHARAP2AN *APAT *ITERIMA OLEH
2ONSUMEN.
2RITERIA 2UALITAS 5ASA
(ANG *I2ATEGORI2AN E3CELLENT
PROFESSIONALI
SM AN* S2ILL
ACCESSI+ILIT( AN*
FLE3I+ILIT(
RELIA+ILIT( AN*
TRUST)ORTHINESS
RECO'ER(
ATTITU*ES AN*
+EHA'IOR
REPUTATION
AN*
CRE*I+ILIT(
OUTCAM
E
RELATE
D
CRITERI
A
IMAGE
RELATED
CRITERIA
PROCES
S
RELATE
D
CRITERI
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MUNICATIO
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STAN*AR*
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*ELI'ER(
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SER'ICE
GAP
*IMENSI 2UALITAS 5ASA
RELIA+ILI
T(
EMPATH
(
TANGI+L
ES
RESPONSI'ENES
S
ASSURANCE
*IMENSI 2UALITAS 5ASA
RELIA+ILI
T(
RESPONSI'ENES
S
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LAYANAN YAN' 10&AN&05AN
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ASSURANCE
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(
*IMENSI 2UALITAS 5ASA
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TANGI+L
ES
CUSTOMER 'ALUES
EFFICIENCY VALUE (RASIO EFEKTIFITAS
OUTPUT DAN INPUT)
1
EXCELLENCE VALUE
(KUALITAS)
2
POLITICAL VALUE
(KESUKSESAN)
3
ESTEEM VALUE
(REPUTASI)

PLAY VALUE
(KESENANGAN)
!
ESTHETIC VALUE
(KEINDAHAN)
"
MORALITY VALUE
(KEBA#IKAN)
$
SPIRITUAL VALUE
(KEYAKINAN)
%
Thank you for
being
a great
audience!
.. www.anangonmarketing.blogspot.com
Anang Tinosaputra
28043A8B
anang.tinosaputra@gmail.com
anangtinosaputra
@AnangTino